Welcome back to work! 2013 promises to be the most innovative year in TV Advertising…

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Concept TV promises to deliver the most innovative year in TV Advertising.

CAIT Analytics – Using patterns of response and scheduling to determine efficient media buying strategies. – Concept TV.

2013 promises to be the most innovative year in TV Advertising.

Concept Television Studios will focus on the roll out of its tried and tested analytics tool CAIT as part of the biggest year of innovation in TV Advertising.  But why is the traditional business of TV advertising changing?

Facing facts – austerity, the economy, the decline of the highstreet and the continued growth of on-line sales.

It’s essential we realise that the way we sell to consumers has changed.  Major highstreet brands such as Comet closed their doors for the last time with retail administrations up 6%, and many others existing day-to-day in a serious state of distress.  As expected, highstreet retailing saw an overall decline year on year during the Christmas period, with companies seeing fantastic performance increases on-line.

Showrooming” – the term coined to describe the act of visiting a shop to ‘touch’ a product, then buying it on-line was an activity carried out by a quarter of UK consumers.  Furthermore, web based retailers not only avoid expensive highstreet rent bills and associated costs, they also are far more aware of their expenses and activities.

More than ever before, if business are to survive 2013, they must change some of the fundamentals of their business, now.

In order to survive, retailers must compete with on-line only companies.  They need to get a tighter grip on the reality of modern business – and this is why TV advertising will change in 2013.

Cut the waste with meaningful performance metrics.

Any business with an extensive and learned on-line marketing activity expects to see performance metrics; this is where TV Advertising will, for the first time, come in-line with the kind of accountability seen with on-line advertising tools.

TV agencies had traditionally reported campaign performance using the far out-dated approach of the ‘how many people saw my TV ad’ (tv terms: Impacts / tvrs) which in internet terms is a low priority statistic labelled “impressions“.  In 2013, advertisers will expect TV agencies to report conversion rates and costs, which in internet terms is the most important statistic labelled CTR (Click Through Rate).

Probably the most powerful tool in TV Advertising, CAIT Analytics™, developed by Concept Television Studios Ltd will see a massive growth in its use and development during 2013.  CAIT can provide CPR (Cost Per Response) metrics for TV Schedules.  Furthermore, CAIT’s analytic tools allow for comparison of data in NVM (Narrow View Metrics) terms.  This will be behind much of the innovation both from the perspective of  TV Media Planning / Buying and in terms of long term creative strategy.

What are NVMs / Narrow View Metrics™?

Previously, TV advertisers would expect a BARB Report detailing viewing figures from a sample of the UK’s population.  From this data, the agencies and advertisers could monitor the strength of the buying strategy against the advertiser’s overall marketing strategy.  As such, performance measurements related only to how well the media buying had delivered on the marketing departments idea of the target consumer – not actual sales.

The relationship between media scheduling and sales responses has been deliberately separated.  Whilst this attitude allowed TV advertising to continue for years without actually being accountable for business performance, it also allowed the more directly accountable advertising medium of the internet to become established and steal traditional TV Advertising budget.

NVMs, the kind provided by CAIT, enable advertisers to cross reference performance and scheduling metrics in a way never seen before within the TV advertising industry.  By knowing not only who, but when, where and why the most cost-efficient responses from TV advertising occurred, advertisers, marketing departments and agencies can bring their marketing strategies up-to-date.  This approach cuts financial wastage and dramatically improves TV media buying based on physical schedules and actual responses!

When will the innovations become available and should I take advantage of them?

If you currently advertise on TV, now is the time to demand more from your agency and shop around for a response based TV Media Plan.  Concept TV will be pleased to discuss your current activity with you and identify appropriate means of response tracking.  If you do not currently advertise on TV, then now is a brilliant time to get the lowest prices – for the most responsive and accountable TV Media.

Embrace the innovations early and get the competitive edge!

You can request a free quotation for TV Advertising based on new innovative buying and planning techniques by calling 0203 002 9242, by emailing sales@conceptstudios.co.uk or by requesting a free no-obligation quote at www.ConceptStudios.co.uk

How to advertise a promotion on TV – 6 Step Checklist…

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© Tamilsma | Stock Free Images

© Tamilsma | StockFreeImages

Quick Reference Guide – How to promote an offer using TV Advertising

TV advertising is usually part of a long term marketing strategy, but it can also be used as a quick turnaround activity, if it is planned right.  Read on to discover the 6 simple checks that you can do on a promotion to make it TV Advertising ready.

6 simple steps to make your offer TV Advertising ready:

  1. Do you have enough stock?  Will you have enough stock to meet demand?
  2. Does your offer comply with TV Advertising rules?  Is your offer accurate?  Don’t make promises that you can’t substantiate – or they will cause delays and will be rejected.
  3. Identify your buyer.  Let us know who your buyer is, and we’ll find the channels that they watch.
  4. Identify your Performance Measurement Thresholds.  How much do you need and how much do you want each lead or sale to cost?
  5. Identify and check your Response Mechanisms.  TV advertising is a powerful and responsive medium – so make sure people can easily respond to your proposition.  We can help you track responses using CAIT.
  6. Determine your follow-on activity.  If the campaign does well and achieves your Performance Measurement Thresholds – do you want to extend the promotion or plan further activity?  It’s far easier and more cost efficient to know in advance if possibilities to extend your campaign are in your agenda.  It also reduces the chance of having ‘downtime’ on a successful campaign while media buying admin is completed.

When you’re ready to Advertise on TV or if you want to know more about the process…

Contact Concept Television Studios Limited on 0203 002 92 42.  We will be able to help you along the process and ensure a swift and professional move on to television.

If you’d like more information about our TV advertising services, visit www.ConceptStudios.co.uk and then request a free quote or call-back.

Why a trillion TV ads matter


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57% say TV adverts have most impact of any advertising format


23 August 2012

Television viewers are forecast to watch nearly a trillion ads in 2012*, according to a report to be published by Deloitte** on behalf of the Media Guardian Edinburgh International Television Festival, (23-25 August 2012). The average viewer watched 49 adverts per day in the first quarter of this year, a figure that does not include fast-forwarded commercials, adverts watched by under four year olds, or TV video-on-demand adverts watched on computers or mobile devices.

TV advertising made the greatest impact in 2012 for the fourth year in a row, with 57% of viewers rating it highest, 58% in 2011, 56% in 2010, and 64% in 2009.  In 2012 TV adverts are way ahead of newspaper adverts at 15% and magazine adverts at 13%.

TV adverts continue to be regarded as having made more of an impression on viewers relative to online display media. Only 1% rated banner adverts within smartphone apps as having most impact, compared to 3% picking banner adverts on websites, a fall from 8% in 2009. Only 4% chose adverts or sponsored links in internet search engines and 3% selected video adverts on websites, the same as 2010 and 2011.

Paul Lee, director of technology, media and telecommunications research at Deloitte, said: “The UK’s willingness to consume adverts in such quantities and advertisers’ continued eagerness to invest billions in TV advertising perplexes many commentators. Some regard the traditional TV advertising model, based on the 30-second spot, as fundamentally broken.

“Deloitte’s view, based on our research, is that the traditional TV advertising model, is neither broken nor breaking. It has, for the fourth year running, maintained its ranking as the advertising medium with the greatest impact and by a clear margin. Advertising is multi-faceted and every campaign will have a different objective. At present there is no equivalent for companies to promote a new brand, product or service quickly and reach consumers across the UK.”

TV adverts’ effect on viewers
Deloitte/GfK’s research shows TV adverts generate conversation and action. Nearly 20% (17%) said they had bought the product advertised after watching it on television, 16% talked about the advert with people watching the programme with them and 16% talked about the advert with friends, colleagues or family after the programme or the next day***.

PVRs and advertising
The arrival of personal video recorders (PVRs) has had an effect on advertising. PVR owners (80%) claim to watch recorded programmes so as to allow them to skip through the adverts. However, over one quarter (27%) of 16 – 24 year olds always or frequently stop fast-forwarding when they see an advert or trailer that interests them when watching pre-recorded TV via their PVR.

The future for advertising
Deloitte/GfK’s research hints at a possible drop in appreciation for TV advertising. Younger age groups (aged 19-24) always rank TV ads highest for impact. In 2010, 63% of respondents in this age group rated TV advertising as having the highest impact; in 2011 it climbed to 69%. This year it fell to 56 per cent.

Paul Lee adds: “The likeability of TV ads may dip over the next 12 months, partly due to the state of the economy. TV advertising’s ability to entertain is a function of marketing executives’ ability to sign-off budgets. A big budget does not guarantee the popular appeal of an advertising campaign, but it can help secure the best directors, writers and acting talent as well as the most impressive visual effects and sets. In challenging economic times, companies may focus more on the tactical, manifested by a skew to promotions-based adverts and they are not as palatable in large doses.”

* The data for 2012 is for Q1 only.[i] Source: BARB, 2012

** The data was compiled by GfK.
*** 2005 respondents answering the second module.

Courtesy of Deloitte – http://goo.gl/HIfPc