At Direct Response Media, our state-of-the-art analytics software platform gives us the rare opportunity to see exactly how each aspect of our clients’ DRTV advertising campaigns is performing in extensive detail.
Firstly, we compare advertising response across all the different TV networks. We then look even closer at responses in each market; e.g. Melbourne, Sydney, Perth etc. and regional. We also look at creatives and duration. This all combines to provide a deeper insight into exactly how effective the TV ad was. The accuracy and depth of our insights and data measurements really differentiates us from the crowd, and contributes to our reputation as the leading advertising agency in Melbourne.
CPR is one of the most important metrics in TV advertising
One of the most important metrics that we focus on for both TV and radio advertising data analysis is CPR, which stands for cost per response. CPR is top of the funnel but it provides a good indicator for our clients. The way that this is calculated is by dividing the amount of money spent on the TV advertising campaign by the total number of responses for each spot that goes to air.
We recognise that the number of people who are likely to see your ad is too vague a generalisation and that the real insight comes from how many people have actually felt driven to take action as a direct result of your particular TV advertisement. We count the number of responses as the number of people who responded to the call to action within a five-minute window of the TV ad being shown. This method does not provide 100% accuracy but it does show trends.
There are a number of ways that we can help you to minimise your CPR, in line with the number of factors that influence the success of a TV advertisement. The timing of your TV advertising placement is one such factor. If our data reveals that your CPR is astronomically high when placing your advert at a certain time of day or on a particular day, then we can advise you to reduce or increase investment on that day or day part. We can even specifically see which TV show is producing the highest responses and lowest CPR.
Take advantage of a free trial of our TV analytics software
We invite you to contact us for a free trial analysis of your recent TV advertising campaign and to receive recommendations to increase your ROI based on our extensive knowledge, experience and data insights. You can optimise your media buy as a result of our analysis and suggestions, to see the immediate impact that it makes on your CPR.
As our TV data is in real-time, we have the ability to instantly see the difference that simple tweaks make. Our experience shows that just making minor tweaks can make a phenomenal difference to the CPR. The key is in knowing exactly where the shortfall lies in your current TV advertising campaign. Our analytics software platform pinpoints the answer, taking all the guesswork, not to mention the expense, out of taking constant shots in the dark as to what aspects of the TV advertising campaign to optimise.
We guarantee a 30% increase in response within 3 months
Join the ranks of clients who have never looked back after receiving a free trial report with the hard data of their current DRTV advertising campaign from us, together with our suggestions of exactly where optimisation is needed. We work hard to dramatically lower the CPR for all of our clients. In fact, we guarantee a 30% decrease in CPR in 3 months.
Low CPR is the name of the game. We are experts at revitalising DRTV advertising campaigns to give them a new lease of life. Kiss goodbye to high CPRs and give your TV advertising campaign the kiss of life that it needs to thrive.
Contact us today to receive your FREE TRIAL report of your TV advertising campaign using our analytics tools.