In today’s omni-channel media landscape, marketers have more channels to choose from than ever before — yet they still circle back to the good ol’ TV. And for good reason too: TV has evolved and offers opportunities for performance and branding along with high reach. No wonder linear TV had such a huge comeback in 2020! Away from linear, the rise of connected TV also provides an array of advertising possibilities. Defining a holistic TV strategy? There’s an endless list of streaming platforms and networks to pick from, segmenting audiences on linear and OTT is tricky and advertisers are often left wondering: which format actually works best for my brand?
To answer these questions and more, we’ve put together a knowledge trail with seven handpicked stories about the big black box. From top tips on strategising your next TV campaign to expert insights on what linear TV offers in 2021, we’ve got all the goods below.
Media planning and buying for TV campaigns
When it comes to TV advertising, the first step is understanding the TV buying ecosystem and checking the available options. Some essential questions to ask: What channels are available in your target market? How has the media buying landscape evolved? When to start media planning and which channels work for your brand? To find out more, check out our guide to TV media buying and the challenges and opportunities that await you.
Connected TV advertising
Connected TV is taking the media world and audiences by storm. With over 84 million households in the US reachable via streaming devices, advertisers in the US spent around 20 million on connected TV ads in 2020. Our recent whitepaper, in collaboration with mobile measurement company Adjust, sheds light on how you can ace connected TV campaigns.
Performance marketing with TV
There’s no doubt about it: TV remains the most efficient channel to reach big audiences in a short time period. However, when digital companies plan TV campaigns, they don’t just want a shot in the dark — instead, they seek data-driven campaigns with clear measurement possibilities and (eventually) ascertainable ROI. This was not possible with linear TV a decade ago, as numbers were limited to rankings and viewership. But today, there are attribution technologies that help optimise TV campaigns. Our performance TV bible covers all of this and more, don’t miss this!
How to create performance TV ads
According to Nielsen, 47% of the success of a TV advertising campaign can be attributed to the TVC itself. Now that the basics of performance TV are underway, the next step is to create TV ads that deliver and convert. We’ve put together a five step plan with some inspiration from our recent work with Ancestry and Deezer to get you started.
Budget-friendly TV campaigns
We’ve heard it all before. “We can’t afford to be on TV” is a common refrain among brands who are budget conscious. However, when online campaigns plateau, linear or connected TV is a great option to continue to scale your business. And making a splash on TV doesn’t always have to break the bank. There are some great workarounds with TV advertising on a limited budget, as revealed by our offline experts in our article below.
Read more: How to Advertise on TV With a Limited Budget
Wooga + TV = 160% ROI
Mobile game developer Wooga was looking to scale their TV campaigns in the US. But the US market is huge and complex, so we thought: Why not test in Canada first? With the Canadian market, we were able to test, track, measure and optimise results that could be duplicated in the US market. The result? 160% ROI achieved with TV marketing. Find out how we got to this great number in our article below.
Top 10 TV advertising myths
And before you go, let’s debunk some myths about TV advertising. You’ve probably heard some of them before: TV is for big brands only, prime time works the best and TV campaigns are only a branding tool. Here’s an interview that informs and challenges these preconceived notions about TV advertising.
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