How to make TV a performance-driven channel

Outlines the five steps advertisers should be taking to maximise the performance of their TV ads – as demonstrated by global brands.

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...

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Insights Team
Bray Leino

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