Relevant and appealing or intrusive and unnerving?

We already know the power of loyalty cards in allowing retailers to target offers to our individual product preferences. The same is happening in TV.

We now have the flexibility to watch whatever we want when we want across several formats; we aren’t tied into the same schedule as everyone else. National Grid doesn’t have to cope with the spikes in power usage seen previously in nationally-significant televised events. No longer are millions of kettles put on or fridge doors opened simultaneously during ad breaks. A cliff-hanger episode of EastEnders in 2001 finished with a 2290MW power spike; today spikes rarely top 200MW as our viewing habits become more and more disparate.

Aligned to this substantial viewing variety, so-called addressable TV advertising allows ads to be carefully targeted; advertisers paying for audience segments and impressions rather than content. In effect, it’s direct mail in a TV format. It’s not new in Britain but is gaining momentum and the UK is believed to be at the forefront of the sector’s development. Addressable TV allows neighbours to watch the same ad at different times or to see different ads even if they’re watching the same programme. It offers ads appropriate to a consumer’s individual circumstances, aiming to be more appealing and engaging. And it seems they are. Sky has seen a marked reduction in channel-switching during ad breaks when ads are relevant.

For advertisers, the benefit of this targeted approach is the ability to create a personalised strategy giving greater flexibility with creative, deeper insight and less wastage. It’s particularly attractive to smaller, regional or more specialist companies with less budget available than mainstream TV advertising demands. Although cost per impression is undoubtedly higher, many advertisers believe it’s a price worth paying to gain precision and save on wastage. But it’s not for everyone. Bigger brands often prefer to keep talking to as wide an audience as possible. As a result, the breadth of TV advertisers is increasing; two thirds of Sky’s advertisers are either new to TV or new to Sky.

A valid concern for advertisers, though, is around measurement and attribution; critical to get right but harder to achieve with audiences watching TV in a myriad of ways. There is also little consistency between platforms; each broadcaster using their own approach.

According to the US Video Advertising Bureau, addressable TV is bigger than LinkedIn, Instagram and Wikipedia. Sky is the market leader in the UK with AdSmart. Having struck a deal with Channel 5 earlier in the year, the company has just announced an agreement with Virgin Media, expanding the reach of its platform considerably. Channel 4 is also active in this area, with ITV due to launch in the next couple of months; their aim to attract online advertisers. Those broadcasters without a set-top box have to use a different mechanism to target audiences based on census-type data.

We’re keen to try addressable TV with a new client offering a premium product.  Having used direct mail previously, due to its targeted nature, addressable TV is the obvious choice as a new and suitable alternative to attract high-end customers.

To find out more about how addressable TV could work for you, contact Lesley Bowman on 01225 758222 or lesley@br-tv.co.uk

EC proposed changes to TV advertising could impact direct response advertisers

Campaign today highlights how the proposed European Commission changes to TV advertising could have a rather negative effect on direct response advertisers.

UK ad regulations are currently set by Ofcom and are more restrictive than our European counterparts. In the UK, channels can broadcast up to 12 minutes of ads in any given hour but for public-service broadcasters ITV, Channel 4 and Channel 5, ad time across the day must average no more than seven minutes an hour. For other channels, this figure is nine minutes.

Under the new proposal, which would bring the UK in line with other countries across Europe, this will change to a maximum of 20% of broadcast time throughout the day – but with the freedom to show more ads in more valuable time slots. We may therefore see a rise in advertising during prime time slots and potentially a reduction in ad time during daytime TV.

This could cause problems for direct response advertisers who traditionally rely on daytime TV and other non-peak airtime opportunities to deliver the best return on their TV investment.

You can read the article in full here: http://www.campaignlive.co.uk/article/industry-issues-warning-against-ec-plans-increase-primetime-tv-ads/1397150?bulletin=campaign_agencies_bulletin&utm_medium=EMAIL&utm_campaign=eNews%20Bulletin&utm_source=20160602&utm_content=www_campaignlive_co_uk_ar_5

Recent findings prove the impact of brand response TV

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Thinkbox recently commissioned GroupM to analyse the response effects of a wide range of channels, including brand and direct response TV, radio, print, outdoor, direct mail, affiliates, online display and paid online search.

The analysis revealed the impact of brand response TV (BRTV) and demonstrated that it was the most efficient driver of long-term response overall. BRTV was responsible for 52% of the long-term media impact. This backs up findings from previous studies, including the IPA’s ‘Advertising Effectiveness: the long and short of it’ (2013) which found that TV advertising is vital for long-term brand health.

It also highlighted how BRTV advertising was 40% more efficient at driving long-term response per pound than the next best forms of communication, which were outdoor and print. Online display was the least efficient generator of long-term response with TV 180% more efficient.

Thinkbox also highlight the following Key Points from the research findings:

  • TV creates the highest volume of short to medium-term sales. It drives more media-driven sales than any other communication channel
  • TV advertising drives the highest volume of cost-efficient response: because of its reach and scale, TV advertising keeps generating a cost-efficient level of response at higher levels of spend than other media.
  • TV advertising dominates longer-term response. Half of all media driven response comes 3-24 months post campaign and TV is responsible for 52% of the impact that media has in the longer-term.
  • Direct response TV should be planned to maximise coverage above frequency – c.90% of total response was generated after a viewer had seen a TV ad once or twice, therefore in most cases, reach should be prioritised.

You can see read the full article and explore the findings on the new Thinkbox website here

Those clever chaps at Thinkbox are at it again

Thinkbox have put together a comprehensive presentation of information highlighting the power of TV advertising. You can take a look at in full at the end of this post but in the meantime, here’s a few key killer facts to consider:

During the average day, 71.4% of the UK’s adult population is reached by commercial TV. This figures expands to 93% over the course of a week. Last year, the average viewer watched 2 hours and 25 minutes of commercial TV in a day. And now, with TV accessible from a multitude of devices we are now watching more commercial TV than ever. TV accounts for nearly half of everyone’s chosen media day which is great news for direct response.This means that the average person sees 45 TV ads each day.

One reason TV is so impactful is because of the multiplier effect it has on other media, particularly online. TV and online are a marketing marriage made in heaven. And with PPC costs rising, there’s no better time to invest in television: the average cost of buying the media space to get one person to view a TV advert only costs half a penny – whereas one click could cost you in excess of £30.

TV advertising is now more affordable than ever – cheaper than it was 10 years ago. There is now a plethora of channels to choose from and huge advances in targeting in the last 12 months mean that reaching very specific audiences is now extremely cost-effective with wastage at a minimum.

http://www.thinkbox.tv/nickable-stuff/nickable-charts/tv-advertising-killer-facts-46-slides/

Online retailers turning to TV advertising for truly measurable results

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I’ve just come across an interesting article posted on Advertising Week Social Club by Jane Crisan, President/COO at R2C Group and it makes a good read. She makes the point that dotcom startups are turning to TV to drive their businesses, emphasising that data analysis and measurement is at the centre of everything these businesses do and they need to work with people who work in the same way. At brtv, we couldn’t agree more.

I’ve pulled out some key points from Jane’s post and there is a link further down to the full article.

“What we are seeing more frequently today is a new variety of entrepreneur, those who have started and are scaling the latest generation of dot.com 2.0 companies. What they have in common with direct response marketers of old and big brands, is that many of those businesses are turning to TV to scale their business. The industry news of late reaffirms the fact that TV is not dead, and this is further exemplified by the stampede of eTailers and subscription online businesses flocking to it as they learn the ‘digital is not scalable’ lesson. But there is something different about this new breed of companies that has emerged from the startup world that contrasts with the traditional brand advertisers……All of these businesses have one fundamental quality in common that sets them apart; they are technologists at their core. 

Read more at http://www.theawsc.com/2015/07/23/agency-lessons-learned-from-working-with-dot-coms/#rQcvU0LHvyym6Oeh.99

If PPC is becoming too expensive, WebDrive Budget TV could be the answer

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As PPC has gained in popularity, so has its cost.

For direct sellers, this means that relying on PPC to funnel customers to your website can become an expensive proposition. The good news, however, is that brtv has a more cost-effective solution: WebDrive Budget TV.

We can show you how, for as little as £20,000, brtv can create, make and air a highly targeted and responsive commercial that will not only reach your potential customer but drive them specifically and immediately to your website too.

Previous clients have shown spikes of up to 300% in web traffic during broadcast and a high conversion through to sales from shop the ad landing pages.

The internet is a crowded marketplace – stand out and shout louder with WebDrive Budget TV.

Introducing Postcode TV

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For companies with branches spread across the  UK or  stores in a particular part of the UK, Postcode TV offers the perfect way to make television advertising an affordable and effective solution.
Rather than by channel, programme or time of day, brtv can now target customers by their actual postcode. This means that if most of them tend to come from within 50 miles of any one outlet, for example, you can reach them and only them with a much more cost-effective, localised campaign.
By combining postcode targeting with one of our low cost modular TV commercials that enable you to change specific offers or information for every branch, brtv can fine tune TV advertising across an entire network like never before. You can find out more by simply calling Lesley on 01225 787156 or email lesley@br-tv.co.uk

This year’s FIFA Puskás finalists illustrates the power of film

The FIFA Puskás Award is an international footballing accolade, awarded to the scorer of ‘the most beautiful goal’ in competitive football and previous winners include Ronaldo, Neymar and Ibrahimovich.This year the finalists included two international superstars, James Rodriguez (Colombia) and Robin Van Persie (Holland), both of whom scored their nominated goals on the global stage in last year’s World Cup.

The third finalist was the first woman to make it to the top three, an Irish player called Stephanie Roche (Peamount United) who scored her wonder goal, a three touch volley, in front of a crowd of just 92 people.

The ONLY reason Stephanie was able to be nominated was because the opposing side’s coach was filming the match on a camcorder and caught her goal on film. Its subsequent placing on You Tube has resulted in over 6 million views and so brought it to the attention of a very influential audience.Although Stephanie did not win the final prize (Rodgriguez went on to claim the award) she too is now known throughout the footballing world as a highly skilled player, not bad for someone who demonstrated their talent in front of an audience of less than a 100 people.

Film can introduce a person, an event, a product to a mass audience and have an extraordinary effect. Which is why TV remains the most powerful form of advertising today.

TV advertising generates more profit than any other media – it’s official!

Thinkbox has just unveiled its new guide that explains how and why TV advertising can have such a powerful impact on a business. It makes for an interesting read. If you are new to TV, perhaps only just looking into the possibilities, this is a great guide to read and to see for yourself the evidence that clearly supports the impressive results that a successful TV campaign can bring.

TV advertising works better than anything else. It generates the highest absolute volumes of sales and profit whilst also delivering the best return on investment. TV pays back, whatever budget you invest in it.

We’ve included a couple of charts from the guide, here:

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“TV’s unrivalled effect on sales and profit and its profound influence on other media make TV advertising both the most effective form of advertising and a powerful ally to other media and marketing mechanics, both on and offline. ”

Andrew Challier
Effectiveness Practice Leader, Ebiquity, Independent Marketing Performance Specialists.

You can read the full report here: http://www.thinkbox.tv/harvey-and-rabbit/tv-advertising-effectiveness-a-brands-best-friend/

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