By Marlene Grimm, Head of Customer Success, International at TVSquared
In this time of changing TV viewership habits, there is increased pressure on advertisers to better understand consumers and reassess how to optimise available ad budgets. For the more innovative businesses, data-driven linear is making its name as an invaluable tool that delivers reach where it will make a difference.
So, what is data-driven linear?
Simply put, it’s an “advanced TV” solution. Data-driven linear draws on various data sets – such as TV viewing behaviour data – to deliver digital-like intel for linear TV. Advertisers are then able to optimise their linear TV buys against specific networks, channels, genres, programming, and manage ad creative and frequency, extending their reach to target particular audience segments. Combine this understanding with always-on TV attribution and advertisers can discover more than simply whether or not an ad is driving response; they also gain insight into the audience that was reached, who responded, and what action they took.
Even before COVID-19 the TV industry was evolving to adopt digital-like metrics to support advertisers. But now, thanks to changing consumer behaviour, response and viewership habits have also shifted, placing pressure on media owners to rethink how they sell inventory, while also encouraging businesses to reassess how they optimise their media spend on the advertiser side. In this way, the global pandemic has only accelerated this advanced TV revolution.
How can I use this revolution for business success?
For savvy advertisers, data-driven linear insights are the answer to precise connections with those audiences that drive a response, which in turn moves the needle on their business’ bottom line. This advanced TV solution enables advertisers to reach precise audience segments and develop an audience-based ad buying strategy that brings together various data sets. Businesses are then empowered with the insights needed to optimise linear TV buys against specific programmes, genres, and channels.
In addition, advertisers can identify the frequency in which specific households are being reached. Couple that with an understanding of the number of exposures an ad creative needs to generate the best possible response rate, and advertisers are able to identify their specific frequency range. With this data-driven insight funnelled into the business, it is easy to see exactly how many times an ad should air before it reaches the point of diminishing returns. By using this approach, advertisers will be able to pinpoint the optimum communication frequency, reduce unnecessary ad waste, and recognise other areas of the
campaign that could drive efficiencies.
Can I fine tune this to boost my business bottom line?
Understanding the exact points of a campaign – from genre and network, to creative length and frequency – that generate the best return-on-investment (ROI) is always going to be a main objective, but it’s important businesses understand that, to truly boost their bottom line, they need more than just access to these kind of insights. Always-on attribution is the key differentiator, a tool that constructs a long-term picture of a business’ audience – from who they are reaching to how they respond, and even how these patterns will evolve over time.
Always-on attribution also elevates a business’ understanding of whether or not an ad is driving response by identifying trends in optimal reach, frequency, and audience overlap. Businesses are then empowered to make ROI-positive optimisations to reach the audiences that matter most for their business goals.
TV creates valuable opportunities for businesses to reach and connect with consumers. But at a time when budgets are under pressure to perform – with accountability for every ad dollar so important – it’s vital the correct strategy is implemented. In today’s changing and uncertain landscape, an always-on strategy can make the difference between a successful campaign, and one that misses the mark.
Not only are data-driven linear insights vital for the optimisation of campaigns, but they are also invaluable to the marketers communicating success back to the C–Suite team. Business leaders want to know whether their media investments are driving ROI – as well as if their campaigns are meeting company KPIs – and data-driven insights, combined with an always-on strategy, is one way to unlock the power of TV for sustained business success.