Continuing my manual of TV Marketing metrics, let’s jump straight back in.
I – Interactive Advertising
With so many ad formats failing to engage – or worse, downright annoy – customers, more and more digital platforms are trialing interactive ads (IADs). In simple terms, IADs allow viewers to ‘press the red button’ or click through to a website. Options include viewing a movie trailer, ordering a sample of a product, entering a competition or simply finding out further information about a brand or product.
J – Jump Page
Similar to IADs, a jump page is a microsite that a digital viewer accesses after clicking on an ad. Although the page appears in the same format of a full webpage, it is actually a targeted ad page which displays relevant content to that viewer, and often acts as a bridge between the original content site and an advertiser’s own website. For TV ads these are commonly used in conjunction with paid search campaigns.
K – KPIs
With access to increasingly in-depth reporting processes, it is possible to set specific KPIs for TV campaigns and, using advanced tools, track viewers across many devices even after a spot has aired. TV ad performance shouldn’t just be about how many consumers saw the ad, but rather provide a more tailored, engaging experience for each individual, which will in turn increase performance over time.
L – Linear
The fact remains that linear TV is still in pole position for display ad spend, accounting for 40% of total display advertising in 2018. So although digital TV platforms, such as SVOD, are increasing in popularity, marketers shouldn’t let linear slip down their priority list when planning campaigns.
M – Measurement
Measurement has changed considerably over the last few years – once restricted to metrics such as Gross Ratings Points (GRPs), advertisers can now obtain same-day and real-time insight into the impact of specific ads, largely thanks to connected viewing and simultaneous device usage and the data it creates.
N – Network
Originally, the TV industry was dominated by a handful of terrestrial networks; globally, the BBC; and in the US, the ‘Big Three’ ABC, CBS, and NBC. However, as the industry is becoming far more competitive following the rise of digital, broadcasters need a deeper understanding of TV ad performance. With providers all striving to deliver original content to today’s distracted viewers, networks need to quantify all points of consumer engagement to drive the sale of their ad inventory.
O – Over-the-Top (OTT) Content
OTT simply refers to content that doesn’t rely on TV schedules to be viewed, including programs on catch-up apps and original content from SVOD providers such as Netflix, Amazon or Hulu. Although traditional cable and satellite TV is still a vital component of the overall viewing experience, marketers need to include OTT in their strategy as today’s discerning consumers become increasingly accustomed to choosing exactly what, when and where they want to view content.
Read More: A-Z Glossary For Good TV Marketing – Part 1