A performance TV campaign is so much more than just selecting the right media and running an ad. With the right tools and methodology, you can optimize performance on TV similar to how you optimize other channels by testing and adapting your creative and media approach over time. We’ve put together a few tips to help you along the way to better ROI.
1. Optimize your product funnel first
A highly efficient performance TV campaign will drive new users to your product or app, but the amount of those users who convert depends more on your website or app than the spot itself. Before you launch the campaign, make sure the user flow on your site or app is clear and all aspects of your logistics chain, payment solutions, and software are in good working order. Sometimes something as simple as not featuring the product that was in your spot, or missing a common payment solution for one of your international markets, can make or break ROI!
2. Your creative is a powerful tool for optimization
The spot itself is often underestimated as a factor that can be optimized. The simplest way to do this during a campaign is to produce two versions of the same spot: a longer, 20-second spot as well as a 10-second cutdown. You can run these in parallel until you’re able to draw conclusions about their respective performance, and shift your budgets accordingly. Especially if you’re running a bigger campaign, it can also make sense to run market research around different spot concepts to find out from the start what’s more likely to resonate with and activate your target group.
3. Don’t underestimate the power of daytime TV
Who watches TV during the day? More people than you think! Not only is cost significantly lower than prime time slots, daytime TV probably gets better reach within your target group than you might assume – whether it’s due to maternity or shift work or sick leave or any number of reasons. This means that these slots can be highly performant, and are definitely worth your attention! And just by the way, people watching daytime TV tend to respond at a higher rate. Why? Because they’re paying a little less attention to the programming and more likely to be on a second screen in parallel.
4. Invest in a little more reach to up your scaling potential
Generally, when you plan the media for a performance campaign, you’re aiming for a low CPM combined with high affinity among your target group – so your budget is concentrated on mostly niche and pay TV channels. But, it’s important to include a few channel with somewhat higher reach into the mix, even when performance is your target. Niche channels have natural limitations on the reach they can offer, so if you want to scale your TV media, you’ll need to branch out into bigger channels. While this may give you a higher CPX overall, you’ll likely see added benefits to your brand awareness and customer lifetime value.
5. Be ready to capture new demand with online campaigns
Online marketing plays a huge role in capturing the new demand you’ll be creating through your TV efforts. Not all new users will be coming to your site directly through your URL – they’ll also be searching for keywords around your product or app. You should have AdWords campaigns set up in advance that reflect keywords or products in the spot. Retargeting ads are also crucial to keep users from dropping out of the marketing funnel after they’ve visited your site.
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