Every DRTV advertiser wants to measure response, they are fixated by it. So should an e-commerce company that is experimenting with TV advertising.
Let’s look at some scenarios.
We typically measure the number of people that saw the online advert (Impressions). The number of people that clicked the advert (CTR) and ultimately the number of sales we achieved (Conversion Rate). So these three scenarios give us a simple measurement:
- Impressions – How many people saw the advert
- Click through rate (CTR) – How many people responded to the advert
- Conversion – Number of people that bought
So we have the basic building blocks of measurement – if we are not getting enough conversions we can look at the CTR to see if the advert is engaging. Not enough Impressions – looking ad the volume of search can give us an indication of potential volume so maybe we need to look at a broader match term.
We take this so for granted within the online world we expect the rest of the media landscape to be the same. This measurability is why everyone loves Google! It gives us instant feedback on the ROI of our marketing investment, we can adjust the volume up and down with our budget and measure down to the individual keyword.
TV should be approached differently ultimately it isn’t about measurement it’s about brand building (WRONG!). My view is that TV should be used like any other form of media and measured against other options. So let me show you how you can do something similar with TV.
In the UK all the basic building blocks are there. You can measure the audience that saw the advert (in fact you trade the media on this basis) so we have the Impressions covered. Click through rate is slightly harder as we don’t always respond to an advert instantly. In the old days we used to use unique phone numbers on each advert to allow us to measure the response, but now most consumers sit with a second screen either a laptop, tablet or smartphone while watching TV. So attributing a web visit to an advert would be a really fantastic thing to do.
Luckily you can do this – either by looking straight in Google Analytics or buying a specialist attribution package like TVsquared (www.tvsquared.com) which allows attribution of web visits from an individual TV spot back to the web visitor.
Finally conversion, if you know when the web visitor arrived you can then tag them with a cookie and look at the probability of them being from a TV advert. You have now build a system that is just as measurable as Google analytics but for TV!
The major advantage of TV is that we are usually more engaged and likely to respond to a TV advert than we are to respond to a banner on a website we are using. We also trust TV advertisers more than we trust a random display ad on the Daily Mail website.
This is the other secret of TV advertising, in the hierarchy of trust of media, probably only word of mouth is higher than a TV advert.
So if you are wanting to try and start a TV campaign don’t just blame the person who buys the media for it not working, blame yourself for not putting the basics into place before getting going. TV maybe glamorous but don’t expect to be invited to any after show parties unless you have put the investment into the basics…Tweet