On Tuesday I was invited, along with some of my colleagues, to Response TV – an event organised by ITV to present some research they had conducted with the DMA to prove that TV advertising makes other media work harder.
Well, I can tell you I went with high hopes that ITV were finally going to acknowledge that DRTV exists. And that it is a good thing.
We arrived at Television Centre and were invited to watch a film. The voice-over stated: “It is widely accepted that TV advertising works by building brand associations over the long term. ... However, the responsiveness of TV campaigns could historically only be estimated by long-term sales figures or post-campaign research. Response was almost impossible to calculate accurately and brand owners would shy away from television”
Right – so I’ll just get my coat then as clearly I have been making up all of those phone calls generated in direct response to a TV ad.
No wait – once again it's simply a case that DRTV doesn't actually seem to exist. The only thing worth talking about seems to be 'Brand' television advertising.
I do get a bit cross at times – DRTV is estimated to account for 35-40% of all TV advertising. Based on 2009 Neilson figures that would put the value at between £1.2 and £1.35 billion!
But let me forget my grumpiness for a minute. A study being done by a reputable trade body such as the DMA backing up what we have been saying for quite a while now is fantastic.
At MC&C, we have numerous case studies showing that TV uplifts other activity – DRTV, inserts, doordrops, search etc. And it's nice to have someone back it up.
Anything that gets brands back to spending on TV has to be good for everyone in the media and advertising industry. This might help the TV stations get back the nearly £1/2 billion revenue lost from 2008!
Nicky Legg, Broadcast Director
Showing posts with label measurement. Show all posts
Showing posts with label measurement. Show all posts
Thursday, 28 January 2010
Friday, 15 January 2010
Improving measurability between off line and online media
We now understand more about the link between online and offline media. And we know more about the customer journey. But are we using this understanding to measure the journey a consumer takes between offline and online media?
Is it sufficient to say we know that offline media drives consumers online when we can't measure the success our offline media has in driving potential customers online?
How can we identify which of our offline media drives our search? We can monitor the search uplift in and around television adverts, as we know what time the messages are consumed by our audience so any spikes can reasonably be attributed to these spots.
It's trickier where press and out of home are concerned because when the media are consumed is harder to pin-point. And of course increased time shifting behaviour with TV (e.g. PVRs and ITV Player) makes even TV's effect on online harder to measure.
But what if we told our audience what to search for online within the creative copy?
Potentially we could use one word for tube car panels that is relevant and memorable to the campaign, one for our press adverts and a different one for TV. The copy could simply read “to find out more search…….”, or “to take advantage of this offer search……”.
There's another benefit. If the key words or search terms used are different to those your competitors are using then this could mean you to pay less per click to obtain a customer compared to the more expensive generic search terms that are used by people who have not seen an offline advert.
And you are more likely to convert your audience. Sometimes if you are not at the top of search listings you lose a potential sale to one of your competitors (which you really earned because you paid for the offline ad which drove them online in the first place!)
This problem can be alleviated by using the “search for” mechanism as none (or certainly fewer) of your competitors should appear in the search listings.
Measurable, cheaper and more effective. Media-relevant campaign search terms are a powerful tool!
Christopher Bell, Media Assistant
Is it sufficient to say we know that offline media drives consumers online when we can't measure the success our offline media has in driving potential customers online?
How can we identify which of our offline media drives our search? We can monitor the search uplift in and around television adverts, as we know what time the messages are consumed by our audience so any spikes can reasonably be attributed to these spots.
It's trickier where press and out of home are concerned because when the media are consumed is harder to pin-point. And of course increased time shifting behaviour with TV (e.g. PVRs and ITV Player) makes even TV's effect on online harder to measure.
But what if we told our audience what to search for online within the creative copy?
Potentially we could use one word for tube car panels that is relevant and memorable to the campaign, one for our press adverts and a different one for TV. The copy could simply read “to find out more search…….”, or “to take advantage of this offer search……”.
There's another benefit. If the key words or search terms used are different to those your competitors are using then this could mean you to pay less per click to obtain a customer compared to the more expensive generic search terms that are used by people who have not seen an offline advert.
And you are more likely to convert your audience. Sometimes if you are not at the top of search listings you lose a potential sale to one of your competitors (which you really earned because you paid for the offline ad which drove them online in the first place!)
This problem can be alleviated by using the “search for” mechanism as none (or certainly fewer) of your competitors should appear in the search listings.
Measurable, cheaper and more effective. Media-relevant campaign search terms are a powerful tool!
Christopher Bell, Media Assistant
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