How to Launch a TV Ad Campaign with Measurable Results

A TV Ad is a powerful medium to approach your customers and increase your customer base by boosting brand awareness. Moreover, with advancements in measurement techniques, setting up a measurable TV campaign is as easy as it has ever been. Also, new technologies are facilitating this with several tools to analyse how a campaign is doing.

Nevertheless, ensuring your TV commercial delivers tangible and measurable results requires strategic thinking, planning, strong metrics and integrating across different channels. To achieve this, we provide below a comprehensive guide to walk you through this process, with insights for an effective TV campaign.

Why Measuring TV Ad Campaigns Matters

In the traditional form, advertising on TV was one of the key strategies to increase brand awareness and boost ROI. Nowadays, it keeps being a powerful tool but must be aligned with the new technologies, digital integration and data analytics to succeed.

Consequently, measurable metrics are key to spending your budget on campaigns and keeping track of them correctly. So, incorporating measurable elements into your TV campaign will tell you if it’s working or if you need to optimise some parts of it to achieve your business goals.

Guide on How to Measure Your TV Ad Campaigns

1. Define Your Campaign Goals

One thing you need to understand before going into production is to define the goals and target of your TV campaign. This is: what do you want to achieve? Then craft the strategy of how you are going to do it. So, you will need to inform yourself and have a creative approach to reach it.

The objectives usually include:

• Brand awareness: number of people who have watched your ad.
• Enhancing lead generation: are viewers visiting your website, purchasing or calling after watching the video?
• Improving sales: if people are making direct purchases.
• Maintaining customer retention: trying to get loyal customers after seeing the TV campaign.

Therefore, these goals will help you identify the right KPIs to track your campaign’s performance.

2. Know Your Audience

It is very important to know the audience whose the video is intended for. Audience demographics determine when and where to air your video. TV campaigns need planning to make sure that targets are watching your message at the right moment.

Some factors to consider about the audience are:

• Demographics: age, gender, income or interests.
• Geography: it is national, regional or international the ad? If it’s the local audience, where to shoot it?
• Viewing habits: shows, networks, channels or time slots to ensure the audience watches at the time it shows up.
• Age range: it’s not the same that you want boomers or Gen Z to purchase your product as they react differently.

All in all, making your strategic decisions based on the audience and how likely it is for them to watch it will make it successful.

3. Choose the Right Metrics and Tools

Some metrics to consider are:

• Gross Rating Points (GRPs): measuring total exposure of your ad based on the number of people who have seen it and how often.
• Reach and frequency: reach are total unique views and frequency is how often people see the ad.
• Cost Per Thousand (CPM): the cost of reaching 1,000 views.
• Ad recall and brand surveys: measure how well viewers remember your ad and their perception of the brand.
• Attribution modelling: a tool that can determine how your TV ad contributes to online or in-store sales.

Moreover, technologies like Automatic Content Recognition (ACR) keep track of how often an ad is watched and if it leads to conversions.

4. Integrate TV with Digital for Better Tracking

A good measurable TV advertisement includes digital elements to craft a multi-channel strategy. Hence, allowing marketers to follow viewer engagement efficiently.

Ways to include digital into TV strategy:

• Second-Screen Engagement: it encourages the audience to take action by including URLs, scanning QR codes or social media engagement options.
• Vanity URLs and promo codes: include URLs to promote directly your brand and be able to track conversions.
• Cross-Device Targeting: digital ads can be complementary to your ad, keeping viewers engaged on different platforms.

Thus, mix TV ads digitally to track how people are reacting to your campaign across several platforms.

5. Carry Out Testing and Optimisation

When you set live your campaign, you need to monitor it continuously. So, use real-time data, post-campaign surveys, sales and conversions to adjust the campaign.

How to optimise the TV advertisement:

• A/B testing: test and analyse several versions of your ad concerning time slots and networks.
• Dayparting: adjust timing when your ad goes live based on viewer habits and engagement patterns.
• Budget reallocation: use your budget across programs, and specific times of the day to drive better results.

6. Analyze After Launching the Campaign

Once the TV campaign has finished, analyse it to understand its effectiveness. Revise the metrics you expected and compare them with the actual performance.

Besides, this post-analysis will give you a clear view of how it went and how to optimise for future advertising efforts.

Overall, TV campaign is not isolated anymore, they need digital efforts and the right strategy in place. Make use of tools and integration to produce a strong TV campaign that meets your objectives and provides actionable and measurable insights. By following this guide you will set an impactful marketing result.

Thank you for reading,

Sara.

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If you would like to do a TV Advert with video production and marketing professionals, or any other type of video, we can help you at Impress Video. We make video production for businesses, the ones that impress. Don’t hesitate to contact us here!