When assessing the return on investment [ROI] of TV advertising, it’s important to measure it holistically. You can’t see any interaction effects measuring different marketing channels separately. For any marketer, it’s necessary to follow and track the entire customer journey to generate insights on consumer conversion per marketing channel. Is website traffic and increased product purchases a direct result from your TV commercial or rather through online sponsored ad content? This is a question every marketer has to answer. It’s essential to know the factors involved in achieving a high ROI with TV advertising. Let’s reflect about it:
Addressing the right message to the right audience on the right channel is challenging. you automatically ensure the success of your message – you can reach your target group which will be interested in your product. At the same time you can optimize all your targeting actions during the campaign. If you observe your targeting doesn’t work you can react quickly and change your strategy so that it won’t have negative impacts on your ROI. Don’t hesitate to implement different ways of targeting. So you can find out the best way that can ensure the successful targeting.
Your brand message can have a huge influence on the impact of your advertising. If you create a good message and target it to the right audience you can expect good results and a high ROI. With a good TV spot addressing an interesting topic you can drive a significant increase of a TV‘s effectiveness. To achieve the better results you can combine your messages during the campaign. It allows you to measure and see what massage the higher response rate has. So you optimize your TV campaign permanently.
3. Reach and Media
It’s obvious that a high reach of your TV campaign means a high ROI of your TV advertising. That’s why at the beginning of the campaign it’s quite important to increase your GRP (gross rating point) and try to achieve a good OTS (opportunity to see). To achieve a high reach you also should to choose the right channel-mix to target your audience. The perfect media-mix and a clever targeting will guarantee the high ROI!
Your ROI depends on the price you are able to negotiate for TV advertising. The lower the price the more channels you can include in your media-mix. So you don’t risk with high investments and aren’t afraid of losing much money. Finally, you can see what channels bring more response rate and without any risks change your media-mix every time.
Measure your ROI and optimize your TV campaigns so that your TV advertising is economically viable and successful. If you aren’t sure about the implemetation of these measures but you would like to measure your TV activities and their impact on sales you can contact us. We offer you the unique possibility to measure the success of TV campaigns and optimize them at the same time.