Most direct marketeers really like to track things (me too!) But sometimes they go overboard with measurement.
TV is a very visual media, but the audio track or voiceover maybe just as important.
Daytime TV viewers aren’t usually so engaged in the content, so the TV ads usually are also ‘background noise’. When producing TV ads you mull over every small detail, which is great but also put yourself into the position of the viewer. Will they really be so engaged that they will use a code on screen?
It is always worth testing, but I would prefer to just use a simple call to action to visit the website to get any offer!
I heard Don O’Leary talk about TV and Twitter yesterday. It got me thinking that looking at twitter response as a new source to TVsquared could be really interesting.
For me some campaigns are about measure the brand response and the direct response. Moving and measuring the Twitter response using some of the very clever attribution math that TVsquared has developed could be very powerful.
Social is on every brands agenda, but measuring the impact has been traditionally linked to response.
Andrew (my cofounder at Diet Chef) always told this fantastic analogy about the difference between response and sales.
He mentioned there was a Celtic shop at Glasgow airport. During a Celtic away game in Europe there is increased traffic (footfall) at Glasgow Airport. For this retailer traffic (response) and sales soar! During a Rangers away game, traffic also increases, but sales drop off a cliff. So measuring response alone isn’t enough, this has to be tied through to sales!
Working with Twitter on this problem could be really interesting and take Brand response to the next level.
The team at Diet Chef have spent the last two days (and weeks of planning before hand) shooting our new TV ad.
Well done to the whole production team for getting everything done on time. My daughter, Freyja came along on day one of shooting thinking it was going to be really exciting like the movies – we soon knocked that out of her!
Explaining to one of her friends younger sisters (about 11 years old) the hierarchy of production we explained that the producer worked with the director (who was in charge) and there was only one person more powerful than the director – who was that she asked?. The CLIENT! I said, she turned to her mum and said – “When I grow up I want to be a client” then I can boss my friend about who wants to be a director!!”
On a serious note, you must ensure that you are getting exactly what you want out of any TV ad, and using the creative team to help deliver that. Make sure you shoot as much footage as you can, otherwise getting the team and equipment back to the same location will be an expensive exercise.
Most marketplaces are now traded electronically, but TV remains in the dark ages within the UK with a series of humans within the supply chain.
The marketeer calls his agency, they produce a plan by calling the sales houses (Sky, C4 etc). Once a plan is agreed it goes back to the client for approval, then back to the agency to buy.
All this requires a massive amount of human intervention. There is a clear currency in the UK with BARB audience data, so measuring and paying for TV viewers is very simple in the UK.
It got me thinking about other markets that used to have lots of humans involved, probably the best example is financial markets. There was a huge amount of people historically involved in trading, now either executed by computers and incredibly fast! (see High Frequency Trading)
Without getting too boring, I wanted to bring some new measurement metrics to the table that I have been thinking about in connection with TV measurement. Measurement of TV response should really be down to the demographic level but most people struggle to do that, although this is happening with the merger of public data on users and response data from TV ads.
I really want to see the response by device. Being able to slice and dice by device doesn’t seem important to many people but to me and lots of other e-commerce folks response by device is pretty important.
Many of the companies that I know have a different conversion rate by device and we could manage this with PPC campaigns historically but to enhance Google’s financial performance this has been removed and the knew ‘Enhanced Campaigns’ from Google bundle all devices together, no matter what the conversion rate.
I would like to split my response data by device to measure the relative effectiveness of driving different devices to our website. Perhaps C4 is better for Apple iPhones and Sky Living for Tablets, it would be interesting to understand!