LEADS Are the staple of any marketeers campaign, how they are generated and harnessed though is not always clear.
Through online and TV advertising, the algorithms that calculate the efficiency of how these leads are generated are becoming increasingly more measurable and transparent.
In the past it was difficult to attribute any increase in sales to the success of a TV campaign, with the emergence of online providing the remedy marketeers were craving.
Given the analytics software embedded in search engines and the IP addresses of any given individual or business’ website or device, free software can detail how certain ads or content are performing realtime.
Although TV continued to deliver strong results for businesses in terms of sales and cost-effectiveness, online continued to snare trade, in particular that of those interested in direct response campaigns.
Although online ads and their success offered granular data, it was and remains unreliable, notwithstanding the fiasco that is continuing to plague online video and the association with extremist content.
True consumption is believed to be as little as one in seven of those who scroll through them, while online video still equates for just six per cent of all viewed video, according to Nielson.
Thus at a time where the spending patterns of consumers are shifting and the fiscal outlook will elicit a paradigm shift, a new tact will be necessary to ensure efficient generation of leads.
Within our own TV advertising campaign the most discernible conclusion was that the most efficient cost-per-lead, did not conflate to an equally effective impression-per-lead ratio.
Upon running campaigns that were more brand orientated, we did not expect a raft of sales increases given the nature of our business; an advert is something of an annual occurrence, not an impulse buy.
Therefore we ran separate brand campaigns of differing lengths and composition to determine the style of campaign that was most effective.
Having ascertained that longer ads had a lower impression-per-lead ratio, given the length of the spot it was ultimately more expensive to accrue.
This ultimately is an expensive undertaking for any business, regardless of stature, however means now exist to establish a rhetoric you can guarantee will provide success: using the power of search.
By simply tracking how businesses and individuals use your site, or to be more generic, the usage of the most in-depth form of analysis: social media and Google search metrics.
Having done this ourselves to create our scripts it was then a case of establishing which of these terms proved most effective at generating leads.
Ultimately if you are looking to create the resonation and levels of entertainment necessary to stimulate your consumers, 30-seconds is ultimately sufficient.
Moreover it offers the lowest ratio of impressions made to create leads- although more expensive- it does offer the most efficient long-term pathway to sales.
Focusing on the lowest cost-per-lead is something to strive for more with DRTV ads, whereby the long-term impact is secondary.
Such a technique will begin to falter as we encroach further into an increased inflation-hit Britain.
With some less inclined towards impulse spending and more towards saving, ensuring your brand is kept within a consumer’s mind will ensure you are perfectly placed to harvest more leads online.
Although ultimately costing more in the short-term, focusing on longer, 30-second ads generated leads with efficiency 51% greater than that of the 10-seconds run concurrently over a month-long period.
Additionally, compared to our usual levels of lead generation, we noticed increases of 72% in conversions across all our campaigns.
This data is invaluable as we as businesses attempt to understand not just how our consumers think and search, but why they do so.
Baring in mind the fact it statistically takes 10-seconds for consumers to be enchanted by a particular ad, branded content that is embedded solely in 10-second versions would be redundant.
Therefore the competition to enjoy the spots that will enjoy the frequency that garners the most conversion prolific leads will intensify, forcing more businesses, particularly those with a lower budget to newer forms of TV advertising.
Programmatic, addressable and interactive advertising offers the inventory and scope, as well as the personalisation and accountability that has ameliorated TV as an advertising entity in recent years.
Brand response is ultimately the safe course to profitability in the medium to long-term, to make it attainable though diligent search and study is integral to maximise it.
Space City has been producing TV and online commercials for 25 years, launching now household names like Moonpig, GoCompare, MoneySupermarket.com and Envirofone to national acclaim.
Contact the team now and secure your company’s future through TV advertising with Space City: the UK’s number one provider of TV commercials.
