Daily Archives: August 18, 2012

TV measurement

Diet Chef have always been a big believer in TV advertising. We were only 4 months old when we started on our first TV advert production and since then have shot an advert pretty much every year.

I regularly speak to Ecommerce companies that think TV is expensive, complex or difficult to measure.

Historically this has been the case but real DRTV advertisers have always included a call to action (phone now, visit our website, call to receive your free gift). Many creative agencies hate “ruining” the ad with an ugly strap or web address, but this is still the number one mistake I see in new advertisers to TV.

The second is measurement, we can all dive into google analytics but doing the same thing for TV is complex, time consuming and riddled with assumptions that usually turn out to be wrong.

If we accept that adoption of TV has peaked in the western world we need to optimise and link with the online world to deliver more value from our hard earned marketing dollars

Otherwise let’s just send them all to Google!