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TV Analytics

Is your TV marketing analysis leaving you in the dark?

Written by Tony Loxton
Jul 20

An effective marketing strategy is the first step towards garnering ROI. And in order for your marketing to be effective, you need to keep tabs on what’s working, and what’s not.

That said, if your marketing analysis is only showing you one piece of the puzzle, trying to optimise your marketing strategy is a lot like swinging at a Pinata while blindfolded - pretty futile. When it comes to marketing analytics tools, you need to know that the ones you’re using give you an in-depth, bird’s-eye-view of every single aspect of your marketing strategy.

Measuring the performance of your digital channels - your website, social media accounts and email campaigns - is relatively easy, but how do you measure a TV campaign in relation to your digital asset?

Many marketers rely on vague metrics like impressions, or assume that because a time slot is more expensive, it’ll give them the right kind of reach. Unfortunately, this isn’t always the case. Much like using Facebook likes or retweets as a yardstick for the performance of your social campaigns, using ambiguous metrics like these can mean you’re investing money in the wrong places, missing out on broadcasting to your core target market, and, ultimately, jeopardising your bottom line.

Instead, your TV marketing analysis tools need to be able to deliver the following data:

The time slots that elicit the best response.

The time at which you broadcast your TV ad is crucial. As I mentioned before, many marketers will throw money at sought-after time slots - without gathering data as to whether or not they’re aligned to their target market. Consumer behaviour is nothing if not complex, and while you may be of the opinion that your entire market is flopping onto the couch and turning on the telly at 6pm, for example, until you’ve got the data to prove this, your TV campaigns and budget are relying on rudimental guesswork. If you’re going to fork out a substantial amount of money for a TV campaign, you need to be absolutely sure that it will result in ROI. As such, your TV marketing analysis tools not only need to measure the performance of your TV ads by time slot, they need to be able to do this in real-time, and on a continuous basis.

The channels that facilitate the most actions.

The channels on which you air your TV spots are just as important as the time they’re flighted. Thanks to the almost overwhelming choice of consumable content, the channels (and platforms) your target market is watching are dependent on myriad factors. For example, your market might be flocking to a sports channel on a Saturday afternoon, but are tuning into to a pay-service like Netflix on weekday evenings to catch up on some binge-watching. In short, the tool you’re using to conduct TV and media analysis needs to identify the channels that are eliciting the best response, as well as map out trends in the response rate.

The creative that resonates with your audience.

When it comes down to it, the true test of outstanding creative is an ad that increases sales. While your creative team might have one idea of what a world-class ad entails, even the most visually-stimulating, tear-jerking or laughter-inducing ad is nothing more than a waste of precious resources if it’s not resulting in sales. Much like you’d do A/B testing on a website to ascertain which landing page converts the most visitors, testing various creative treatments against each other is a great way of establishing which TV ad is most effective. As such, your TV marketing analysis tools need to be able to measure this.

By making use of a TV marketing analysis tool that delivers accurate data in real-time, justifying your marketing spend is that much easier. (As is optimising your marketing campaigns.) Find out about Blix TV – our TV campaign analytics tool that delivers the data that counts. 

Image Credit: Wikileaks supporters forum

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