In this digital age, technology is helping brands to gain a competitive advantage and boost their ROI. Modern improvements in TV advertising technology, particularly data science and data analytics, are making it very easy for advertising agencies to book slots based primarily on direct response, rather than just demographics. Thus, TV advertising budgets can be spent more efficiently on the TV channels that appeal most to their clients.
This technology is already in place for digital marketing, where primary media buying is based upon performance and is optimised for the highest engagement levels. By measuring the data analytics of audience engagement with each advertisement in a digital marketing campaign, marketing agencies can pinpoint which adverts are appealing to specific audience demographics to target these consumers with future advertising campaigns and which advertisements consumers are engaging with most. This trend is yet to gain the same significance in the broadcast media world of TV and radio advertising but it is bound to happen very soon, as this technology now exists and savvy advertisers that are ahead of the curve are already embracing the impact that it is having on their lead generation.
So if Lord Leverhulme, the man who originally stated, 'I know that half of my advertising dollars are wasted, I just don't know which half', was to be reborn in this age, he would shrewdly change his marketing strategies and state that, 'I now know the channels that bring me the highest ROI and I would rather invest more in them'.
If you're open to discovering the secrets of Direct Response TV (DRTV) from a leading Melbourne advertising agency and learning how to drastically improve your marketing strategy to increase ROI, please register your interest in a FREE Performance TV assessment below: