7 WAYS to create advertising campaigns that improve your ROI and KPI achievement? It is a lot easier than you think to achieve optimium cost effectiveness.
Advertising is entering a golden age with the diversification of how we advertise, choose to buy airtime, or measure and attribute the success of our ads.
With TV remaining the most effective form of advertising, any debut campaign should be underpinned by TV.
Therefore our first tip of 7 towards improving the efficiency and effectiveness of your advertising would be to advertise on TV.
Although online only campaigns provide reduced costs in comparison to TV and the real-time measurability, it offers a far inferior cost-per-conversion and impression rate than TV.
The average cost incurred to gain a viewing impression on TV is just half-a-penny, while it also delivers more than twice the volume of responses per spot paid for than online.
Thus enabling TV to be your interest generator is imperative, with online acting as the harvester for any potential clients gained.
Digressing to our 2nd point of 7 from this would be the need to not utilise just one entity of advertising, rather the need to combine TV and online is integral.
With TV being twice as successful as online singularly, the ability that TV has to assist online is also manifest.
Given the scale and ability TV has to stimulate consumers online, you can utilise the strength of your initial TV campaign to showcase your ad online and with corresponding PPC campaigns.
These can act as additional measuring means, ensuring you provide more segregated future TV and online campaigns, which can be more location and individually driven.
This granular data now on offer from both online and increasingly on TV ensures that you can optimise ROI and eliminate bounces or ad rejection.
Moreover linking to our 3rd point of 7, the organic abilities you as businesses have in collaboration with production companies to create more shareable content is stark.
Furthermore this is imperative in a time where as little as 13 per cent of all video consumed is online, underlining the potential of stimulating and affirming TV campaigns enacting unprecedented scale.
Notwithstanding the fact that TV campaigns are more likely to evoke feelings of emotion from their audience- 58 per cent of them- advertising campaigns that feature an emotive or entertaining core offer twice the positive business effects of an informative ad.
Although informative ads are vital in order to succeed within DRTV, focusing on creative that can appeal to a consumer emotionally while upholding informative values will prove more cost-effective.
This is especially pertinent with challenger brands and SMEs, or established brands looking to refresh their perception and direction.
Thus in this context if you are to continue to increase the longevity of your campaigns our 4th tip of 7 would be to include specially composed music or jingles.
Adverts that have jingles elicit 22 per cent more optimal business effects, while they assist in the focusing of your brand message.
If you are focusing on a direct response ad though the most efficient tact is to cannibalise an already established piece of music.
This has proved cost-effective to established brands as they raise awareness of new promotions and products.
The presence of this enables a more share friendly piece of content: if it is original in the case of the former point, or if it is renowned in the case of the latter.
Linking to our 5th point of 7 and ensuring your ad ultimately has the versions produced to be online friendly.
Seldom are advertising campaigns to be successful omni-platform, consigning them to tethered success.
Therefore if your ad is produced more as branded content that appeals, where the context of your product allows to humour and entertainment, it will create optimal connotations and associations with your brand.
Of course if your tact is more directed towards eliciting instant sales and calling your consumers to act, ensuring that your website is at the forefront of your plans.
Conversely to improve both the chances of sales and attribution, utilising promo codes or facilitating elements in your website that can quantify whether those visitors are derived from TV.
Our penultimate tip of 7 touches upon the need some growing businesses need to ensure they do not go beyond capacity, thus capping your inventory to realistic levels.
Only your business will know how quickly it can grow and still keep up with any increased business demands, with TV though you can now limit your potential success.
Although you want to incite sales from your ads, not being able to deliver to your customers if you suddenly have too many will lead to damning brand opinion.
Therefore whether you are producing a more brand centric campaign and want to still enjoy the power of TV advertising, focus on addressable or interactive ads that can cap the levels of consumers ingesting your ad.
If you have a CRM that is vast enough to distribute a TV campaign to, this can be allied to your media buyer’s implementation, or you can use the inventory of your buyers or digital channels that are being utilised.
This will ensure that you can achieve maximum cost effectiveness and long term efficiency, yet growing your business in unparalleled fashion.
Our final tip of 7 therefore is the advertising direction you choose to take.
With TV, both direct and brand response offer short and long-term business boosts, but both should be utilised with diligence.
Brand response should be used by growing companies or established ones looking to establish a new direction or perception, while DRTV should be used when looking to advertise modularly.
If your business offers products and services that may differ throughout the year, for instance greetings cards, a general brand response campaign would need to be continually supplemented.
Brand response lends itself to more mass spending, whereby you are linking your business in an emotional context, one that will last in the long-term memory.
Direct response on the contrary is more aptly suited to those looking to garner instant sales, with it offering the lowest cost-per-response of any advertising medium.
Space City have been producing TV and online ads for 25 years, being declared the UK’s number provider of TV commercials.
Contact the team now and see how easy it can be for your brand to achieve up to 600 per cent ROI as a result of a TV ad.