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TV Advertising and Its Relationship with Online Marketing

Jonathan Rolley
Jonathan Rolley Posted on Apr 5, 2016, 6:30:00 AM

 

 

Welcome. Thank you for tuning in to another session of Rolley's Rant. I want to talk to you today. Search is massive and you need search without search. You're kind of nowhere in today's society because everything is online. But I'd like to talk about how we come across a lot of clients that max out their PPC budget and they'll spend more on PPC, but they just don't get the return. What I'd actually like to talk about is the TV advertising and how that correlates to a PPC budget.

So, PPC budget - you'll maybe spend, I don't know, anywhere from $5,000 to a couple hundred thousand dollars on PPC and you're getting good results, but then you'll hit a point in a threshold where you just cannot get anymore traction because you think of search as a funnel. People come in that funnel searching for particular terms. Once those terms are capped out, you're just spending more money on other terms and you're not getting a result. So with TV advertising, in today's society, and being so connected where we can measure when a TV spot goes live how many people take action, that we can actually get a cost per click metric on a TV ad. So what this means is we're now measuring when a spot goes live, how much we're costing to get someone to get to your website. The amazing thing about this is we're finding that with right strategy and right methodology and compelling with response rate creators, we're delivering not only a far cheaper cost per click than Google, we're getting a better conversion than someone that's taking action from a TV ad that goes to your website and think about what they needed to do to get there rather than someone who searched something and clicked it. So our conversion rates from someone that gets to your website from a TV ad are far higher. You know, in most cases they're three to four times higher than your search traffic.

So if you're getting a cheaper cost per click from your TV ad, then converting three or four times better than what your search budget is and you think about how TV advertising elicits a response that they may not have normally been in the market or shopping for your products or your volume of potential clients is far greater. There's so much upside to TV advertising and if you'd like to learn more about how we can actually measure this and optimise and what this looks like, we'd love to share with you because this is literally, you know, TV advertising is changing dramatically, like TV advertising is not what it was five years ago and it's only changing for the better with technology.

You know, some audiences are starting to drop off, especially in that younger market, but especially if you're talking 35+ as your target audience and demographic with today's connected world with mobile phones, tablets, laptops and everything being so accessible. You know, there's so much volume to be attained from TV advertising. If you're knowing what cost per click particular environments, programs, networks are driving for you and optimising accordingly, knowing what creatives are delivering our response, then it completely changes your game. You know you can get 30, 40, 100% change in terms of increase in performance by just knowing these numbers.

So thank you so much for tuning in. TV advertising is far from dead. It's just changing and evolving in the way we use it and leverage it. So thank you for tuning in and this has been Rolley's Rant. I hope you found it valuable and have an amazing day. Much love to you all.

If you're open to discovering how Direct Response TV (DRTV) secrets from our leading Melbourne advertising agency can drastically increase your lead generation and ROI from TV advertising, please download our FREE e-book now. 

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Jonathan Rolley
This post was Written by Jonathan Rolley

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