TV audience impacts are a measure of audience volume in media planning. In traditional media they are called impacts, in digital media they tend to be called impressions. What is the definition of a TV audience impact? An impacts is: One person Seeing one ad At one time Example: If 5 million people watch an … Read More
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How is brand advertising different to direct response advertising?
Brand advertising techniques are very different to direct response advertising techniques. Even when you are running an integrated multi-channel campaign it is important to understand the key differences between the two approaches so that you can orchestrate your overall campaign plan and budget to deliver maximum ROI. To illustrate some of the key differences here … Read More
TV Media Planning Terms – calculating media reach and frequency using TVRs
When media planners develop TV campaign plans they are often optimising the relationship between three sets of numbers: TVRs (or GRPs, or TRPs) – TVRs or TV rating points are a way of sizing target audiences across both demographics and geography. 1 TVR is 1% of a target audience universe as defined by both demographic and … Read More
How do TVRs build media reach and frequency?
As we saw in the “what is a TVR” post a TVR is a percentage of a given target audience in a given geographic base. But is a TVR any more than that? Well, yes it is. A TVR is an important factor in calculating how media activity builds reach and frequency. Reach is the … Read More
What is first, second and third-party data and how is it affected by GDPR?
First party data is data that your organisation has collected and owns about your customers. It is information that has been gathered in the course of your direct relationship with your customers. They key here is that your organisation is the owner of this data; this is your database of your leads, your enquiries, your … Read More
Advertising Response Rates by Channel
Understanding response rates by media channel is a vital component of marketing and media planning. If you know the response rates, media costs and likely conversion rates of each channel you are using, you can forecast the ROI of your planned activity – before you spend any budget. This helps to de-risk your marketing activity … Read More
DRTV Response Rates
We’re often asked to forecast or estimate campaign response rates, especially in DRTV. Here are some guidelines for those who want them: Set 1 – DRTV Phone Response Rates (high to low range as a percentage of total impacts) DRTV Type 1 – Hard Hitters – these DRTV hard hitters, with no-nonsense creative, usually on … Read More
How to get the best from DRTV
Many advertisers are returning to Direct Response Television (DRTV). Whilst the goal today is to maximise web response as opposed to phone response, many of the rules of traditional DRTV remain constant. Here’s a summary of how to get the best from Direct Response TV: Remember all DRTV begins with the offer. Whilst issues around … Read More
Media ROI Evaluation Techniques
Techniques for tracking advertising and media ROI are often discussed by both advertisers and agencies as they seek to identify and maximise the ROI effect of media budgets. Deciding on which techniques to use can raise a number of issues depending on the data and budgets available for advertising evaluation. Before we get into the techniques themselves … Read More
What is a TVR?
This is a question that many marketers don’t want to ask, especially when they are halfway through the agency’s TV presentation. The trouble is, the agency team have been talking about TVRs for about 20 minutes, the coffee’s gone cold and you daren’t chip in to ask “exactly what is a TVR?” Put very simply … Read More
Does social media drive sales?
The question of sales generation is a growing problem for social media. Despite all the hype, it’s almost impossible to find any conclusive cross-category evidence that social media drives sales. Yes, there are some isolated examples of success; Dell’s Twitter pages announces some great deals and I’m sure ASOS can whip up a bit of extra … Read More
Advertising and Media Planning Books
Here’s a selection of must-read selection of adverting media planning and buying books for those working in advertising and communications strategy. If you click the link you can find the book on Amazon. The Communications Challenge: A practical guide to media neutral planning A practical guide to communications planning. Becoming quite collectable. Even I’m in … Read More
Facebook ‘likes’ don’t increase brand preference or sales
Here’s an iron for the fire: “Facebook ‘likes’ do not cause increased brand preference or increased sales so marketing campaigns designed to increase the number of ‘likes’ are unlikely to increase brand preference or sales.” I was moved to develop and explore this hypothesis after reading an article on the real cost of brand building … Read More