Need to know

  • TV media can now deliver insights comparable with other digital channels.
  • It is vital for advertisers seeking performance results from TV to be clear about desired outcomes before embarking on the campaign.
  • By moving away from relying solely on reach and frequency metrics, advertisers are able to measure both TV’s immediate and long-term impact on campaign results.
  • The average direct-to-consumer brand tracks four performance-based KPIs at any one time – anything from purchases and conversions to first response, cart size and app installs.
  • Thirty-second ads are consistently strong performers across regions, verticals and devices, generating response rates 50% above the average and four times higher than other ad lengths.
  • Berlin-based online food delivery firm Delivery Hero set up a testing process that enabled a deeper understanding of the duration and emotional response, ensuring content was geared towards raising brand awareness.
  • However, by drilling down into cross-country data on ad duration versus ad creative, Delivery Hero established that three-second spots in Egypt performed far better than other ad formats.
  • TVSquared research found prime time TV ad slots were among the lowest performing for DTC brands in the US – with morning and daytime slots averaging significantly better response rates at a much lower cost.
  • Digital magazine newsstand Readly leveraged same-day analytics on TV performance to assess the precise ROI of each spot throughout the acquisition process – from first contact, to free trial and finally to paid subscription.

Introduction