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What To Do When Your TV Ad Spots Drop This Festive Season

 

You may find yourself discovering that the prime TV spots you were so stoked about last week are gone. Overnight. Industry experts have predicted 8 - 12% increase in ad spends this festive season. This means everybody is geared up for high competition.

Even if you’ve lost a couple of shows and channels in your media mix, what matters is that plan B (which I’m sure you already have) could be intelligently optimized. Losing TV adspots doesn’t mean TV audiences are also lost forever!

Confused? We’ll tell you how this works:

 

You can INSTANTLY detect whether or not your ads aired on TV

The first step, of course, is to actually be able to tell when your scheduled ads don’t air on TV. And this needs to happen immediately so that you can recalibrate your strategy before the season ends. ACR (Audio Content Recognition) tech developed at Zapr allows any brand to identify their ads within 15 minutes of being aired on TV. Armed with this intel, advertisers can get a near real-time count of their TV ads and immediately make changes to their media plans without the need for post-campaign reports.

Data like this opens the door to different kinds of engagement strategies that were thought to be impossible only five years ago:

 

Get incremental reach beyond TV audiences on mobile

Let’s say you’ve lost five out of ten spots on TV, you’d naturally think you’re at the losing end. But now we’re telling you that for the same amount (OR LESSER) you can reach viewers of those channels/shows who haven’t watched your TV ads, straight on their mobiles. Basically, you’re integrating your existing TV strategy with mobile to give you synergic results - and better cost savings!

save-15-percent-on-ad-spends-whitepaper-download

In fact, mobile opens up an interactive dimension to your ads which TV cannot provide. This means TV audiences can be engaged on mobile and led straight to the point-of-sale where they can directly make purchases. Club Mahindra did precisely this and got 1 out of 5 targeted TV viewers to visit their website!

 

Boost recall for your TV ads among those who watched it

Another way to deal with the situation is to make sure that your TV ads that do air are forever etched in the minds of your viewers (at least for the season).

Advanced user analytics can help you figure out the optimal amount of exposure unique for your brand. This is your magic number, your abracadabra.

For example, our studies might show you that those who watched your TV ads four times saw the best conversions. We would then identify those exposed to your ads and for how many times each. If the number is less than optimal, you only have to target the same TV viewers on mobile until they’ve seen it four times.

Frequency building from TV to mobile can give brands fantastic results. Recently, Embassy Group showed its TV ad viewers the same ads on mobile and got 2.3x higher brand recall with a whopping 8% lift in purchase intent. This just goes to show how spending a few more digital bucks on the same TV audiences can convert them into actual prospects!

 

Finally, don’t let the winner take it all!

So your competitors took (ahem stole) some of the best ad spots. This doesn’t mean you let them have it all. A huge part of digital advertising is undermining the efficacy of your competitor’s TV campaigns by engaging the same audiences on mobile.

Max Bupa, in a launch campaign for GoActive, engaged with viewers of its competitors’ TV ads. The whole campaign which included other forms of targeting increased the brand’s social media traffic by 30.3% and resulted in 41% higher prospects for Max Bupa.

 

This is only the tip of the iceberg when it comes to the many ways in which your brand can emerge supreme this festive season. If you want to explore more opportunities, read detailed case studies of the brands mentioned in this article, or set up innovative campaigns, just get in touch with us now!

If you want to read more about how Audio Content Recognition works at Zapr, click here.  

Suzanne Sangi
Suzanne Sangi
Suzanne is a writer, music lover and Cultural Studies enthusiast. She occasionally sneaks into the music corner to jam, and goes home to (try and) finish her second novel.

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