Much has been said about the death of traditional advertising: that broadcasting cannot deliver the measurable ROI that brands now demand; that Google and Facebook are set on worldwide domination; and that millennials have very little time for anything but the 4.5 inch screens on their smartphones. And, for the most part, this is pretty accurate.
For too long, traditional advertising agencies have gotten away with spending huge amounts of cash in the name of brand awareness and brand equity. They have typically tried to reach as wide an audience as possible, while paying little thought to the relevancy of their messages. When they were asked to show where the money went, the smooth-talking ad men of yesteryear simply cited the number of viewers they’d reached, not the impact their ads had had.
But, the advertising that was born out of the Mad Men era is now dead, and the advertising that has evolved since then is a positive reaction to it. Today’s advertisers are expected to design targeted marketing campaigns that can deliver proven value, and the most pioneering marketing agencies are developing technology for trends in consumer behaviour before they even happen. Things are very different for today’s marketer, and the traditional advertiser would find the modern business world to be a fast and frightening place.
But traditional advertising and traditional media are not the same thing. While there is no place for the blind ‘spray and pray’ methods used by the likes of Mr Draper, traditional advertising media can still be very effective if adapted for a modern context. TV has long been the king of direct response, and it’s not going to relinquish its crown anytime soon.
The medium is not the message
TV advertisers have been measuring the response rates for their TV ads for much longer than digital marketing has been around, and today’s more innovative TV advertisers are using the same data analytics available to those in digital marketing. Programmatic TV can now ensure the kind of message relevancy that only digital marketing could boast of previously.
To prove that TV advertising can deliver better results than digital marketing, TV advertising agencies have to show brands how TV delivers ROI. We at DRM achieve this by using our ad's CTAs to direct viewers to a website to gain lead generation. The generated web traffic gives us the same data analytics that digital marketers get so excited about, and puts our TV advertising firmly in the league of measurable media.
Show me the money
But there is more to TV analytics than data derived from web traffic. Our custom TV data analytics platform combines web data with traditional sales data to deliver data analytics unparalleled in direct response marketing. With it, we are able to determine the cost per response, cost per lead, and cost per sale for each of the TV ads that goes to air. Every aspect of a campaign – spot, network, and creative – can then be optimised to ensure the greatest possible ROI.
If you would like to learn more about optimising your TV advertising ROI, contact us for more information or click below for a FREE demonstration.
Image Credit: University of Toronto