In terms of advertising forms that we’re most aware of, tv advertising stands out as the first thing most of us think of. We’d probably also think of newspaper advertising, billboard advertising, radio advertising and online advertising.
So, knowing this, why do so many business owners, marketing manager or even consultants miss TV Advertising as a way of propelling our message to massive audiences? In most cases, it’s the cost of TV advertising. In other cases, it’s the accountability (or lack thereof).
But how much does TV Advertising really cost and what results can you expect? Well, TV advertising has moved forward and evolved since its conception and growth as a medium. Like any media buying option, TV Advertising can be scaled according to targets and budget. It is important to realise that TV isn’t just a few major channels and a few key programmes; it’s a massive network of options and costs – much like newspapers. If you were starting with online advertising, you wouldn’t just buy the biggest spot and expect immediate results – you progressively introduce your business to the medium based on return on investments. You should think of TV in the same way. Yes, we can buy you a spot on national TV for a few thousand pounds, but what is your cost per lead / sale target? Are people aware of your brand and prepared for a proposition from you? As a starting guide for TV Advertising prices, (you can find far more information including TV Advert Production Costs and TV Media Buying Costs at www.ConceptStudios.co.uk)
In terms of metrics, is it possible measure and analyse TV Advertising considering the financial agenda of most companies? Surprisingly, TV is actually very accountable – and in the right ways too. There are many tools such as BARB and demographic targeting that can be used to initially reach your prospective buyers. But from that point forward, it’s about collecting as much information about the responses as possible and interpreting the results against the initial schedule.
This is where our CAIT app comes into the picture. We built CAIT at Concept TV from the ground up as a means of interpreting responses from the various perspectives of your initial TV broadcast schedule. CAIT stands for Concept Advertising Intelligence Technology; put broadly, it looks for relationships between the schedule and the responses. Combined with our expert media buyers and analysts, we are able to not only determine the best time of day to advertise, we know what genre works, whether its a ‘go away and think about / consult partner’ response and lots more. It’s about understanding the specific circumstances that affect how your customers respond – and then excluding other areas to ensure the ongoing activity both delivers the best possible response and is sustainable.
As we expect to know how much we are paying online per click and conversion, with Concept TV, it’s possible to do the same for TV Advertising!
We’re happy to talk to you about whether TV advertising could work for you. Call us on 0203 002 92 14 or email firstname.lastname@example.org for a discussion without obligation.