Will it be a holly jolly Christmas for brands?

It’s that time of the year: When marketers are scrambling to get their Christmas season media plans finalised, when big budgets are being spent on television advertising and everyone, CMOs in particular, hope the holiday will bring in sales. John Lewis is apparently paying Elton John £5m to appear in their Christmas ad, while Marks & Spencer hired boy band, Take That, for theirs.

With marketers spending so much time and effort on choosing the right product mix and tweaking the TV spots in the hope that it will bring in the desired results, you have to wonder if anyone is looking at the results of last year’s Christmas advertising campaigns before spending a fortune again this year? How many sales did last year’s TV ads generate? Which channels worked and which didn’t? What time of the day delivered the best results? The answer is most likely that many aren’t taking into account the results of past Christmas campaigns, because many brands are not using attribution software to track and optimise their TV advertising yet.  

At DCMN, we believe that brands should use attribution technology to track and optimise the performance of their campaigns to make sure they know exactly which creative, channels, days and day parts are performing the best for them and delivering the expected results. By doing so, brands will be able to plan an even better campaign next year and advocate for budgets based on actual results. Or, if they start holiday advertising early this year, they can even adapt their media plans month by month until December.

When using tracking technology, it’s important not to confuse exactly which key performance indicators should be tracked. Brands usually track the performance of their campaigns through general, post-campaign analysis based on reach, frequency, GRP, etc. This means they track the performance of the media used. At DCMN, we use our proprietary tool, DC Analytics to track media performance by measuring indicators including website visits, bookings, sales, registrations or downloads a brand has received as a direct result of their offline (TV and radio) advertising. Media performance is still crucial to ensure broad brand awareness, but the tracking done through our TV attribution software is what shows the real impact of the ads on the client’s business.

Measuring this impact allows brands to generate actionable insights about campaign, with multiple layers of analysis to optimise around the key performance indicators (KPIs) that are most important to them. As Black Friday approaches, advertisers would do well not to miss an opportunity to see exactly what percentage of their sales can be attributed to those catchy holiday campaigns.

If you’re interested in learning more about DC Anlaytics, head over to dcanalytics.com or get in touch via support@dcanalytics.com for additional info.


    Liked that?

    Here are some more articles that may interest you.

    Avoiding the Bad Apples: How to Ensure Your Brand Safety Online

    Brand safety is a big topic for online marketers. Here's our top tips for keeping…

    You Scan Do It: How to Use QR Codes in Marketing

    QR codes are having a moment and here's why

    Why We Can’t Turn Off the Radio: 7 Expert Tips for Radio Advertising

    Why radio advertising? Check our guide to acing this legendary channel!

    The Radio Star: A How-To Guide for Marketers

    Radio is an affordable, measurable and creative marketing channel that can send your results soaring.

    The Hidden Quarter: A Guide to Q5 Marketing

    Why Q5? Check our guide to acing this hidden marketing quarter

    Go Global But Local: How to Adapt your TVC for Different Markets

    When your brand hits a certain level – we’re talking Series B or Series C…

    Time to Look North: 6 Startups to Watch in Manchester

    One of Europe's top tech cities, Manchester is a city full of innovation and potential.…

    The Edtech Startups Reshaping India’s Education Scene

    India's edtech scene is booming. Here's the ones to watch

    How to Grow Your Brand in France: All You Need to Know

    For many brands, the French market is ripe with opportunity. Find out more.

    Pivot, Test, Rinse and Repeat: how Babbel Reacts to a Crisis

    We spoke to Deepa Miglani of Babbel for the latest edition of our SCALEup webinar.

    SCALEup with Adjust: Our Top Five Findings about CTV

    Find out everything you need to know about Connected TV advertising.

    How Blinkist Used Podcast Marketing for Audible Growth

    Are podcasts the key to your growth? Our latest SCALEup webinar saw us discuss podcast…

    DCMN rolls out Truecaller’s latest TV campaign: Desh Ka Truecaller

    DCMN will track the campaign’s success by measuring increase in brand awareness pre- and post-campaign…

    DCMN takes e-bike leaders VanMoof across the Atlantic with new OOH campaign

    The 16-city campaign focused on a wide variety of high-impact placements, tailored to local possibilities…
    Write a comment

    Know more to grow more