Getting a great TV advertising campaign is more than just a numbers game. An efficient media strategy is one that looks at your target audience and delivers them in the numbers you need. Sounds simple? It is, but it’s surprising how many advertisers get this one wrong.
If your CPTs are low but you aren’t getting good results, it’s worth considering if you’re getting the quality of audience you need. Your buying audience may be out of sync with your actual customer profile.
Do you really know who your customers are and the best way to reach them?
Many advertisers are looking for reach but don’t put too much thought into who, exactly they are talking to. When it comes to buying TV advertising campaigns, unless you have an accurate picture of your customer demographics, you might not be spending your budget in the most cost-effective way. Knowing who you need to talk to and the best way to communicate with them is essential to an efficient TV advertising campaign.
At AJ we buy quality not quantity – and it transforms results.
We approach TV planning by aiming to understand a client’s business in as much detail as possible. Our first move is to profile their customer database. Crucially, we also consider potential purchasers; those who aren’t current customers as they haven’t been effectively targeted or aren’t in the market yet. We combine potential with actual customer demographics to pin down a comprehensive and relevant target audience.
Once we have identified a target audience, we establish the best channels to reach this demographic. As an independent agency we can “cherry pick” channels that work for our clients, not satisfy sales contracts. Our media proposals only include the most efficient channels for reaching a given audience.
Not every agency can take this approach to delivering a successful TV advertising campaign. Many agencies are restricted by share deals or tie-ins and can only offer a channel package or a particular channel mix.
Once we have established the optimum channel mix, we focus on programming that offers optimum reach. We look for content and programming most relevant to the target audience. This refines the targeting further, giving clients more of the target audience, less wastage and better results. All for no extra cost.
Our ongoing analysis and monitoring deliver successful TV advertising campaigns and client peace of mind
Once a campaign is up and running, our focus is on monitoring and refining the schedule. Real time results are measured via software that tracks key metrics. This enables us to measure a number of variables and allows us to optimise for maximum efficiency.
As standard, we provide a weekly snapshot of a campaign reporting top-line performance. At AJ we always want to over deliver and exceed client expectations. We don’t just want a schedule that delivers good results; we aim for a campaign that delivers the best possible results.
Our attention to detail ensures we keep a step ahead, and can identify any tweaks or changes that can be made for an even better ROI. We don’t bombard clients with figures, but we provide enough information so they can feel totally confident their campaign is being looked after.
Our TV team can audit your media schedule for FREE
It’s important to recognise that cheap isn’t necessarily efficient. Remember that for a successful TV advertising campaign, good value trumps a low CPT every time. At AJ we guarantee that we’ll give you best value, both for airtime and servicing. We never offer artificially low prices to lure you in only to increase them for the next campaign. We respect honesty and openness so offer straightforward advice and no-nonsense planning.
Looking for honest, unbiased feedback? We offer a free, no obligation campaign audit. Simply send us your schedule and we’ll assess it against your key objectives. If there are improvements that can be made, we’ll let you know and if not, you can feel reassured you’re getting best value for your budget. You have nothing to lose!
Clear, no-nonsense media planning that delivers great TV advertising campaigns.
If you’d like to take advantage of our free media audit get in touch.