For many advertisers, DRTV forms the core foundations of their media campaigns – DRTV is cost-effective and typically very efficient. Brands can track and can even improve performance at granular levels by leveraging proprietary attribution tools like ARMalytics – Contact us to learn more.
DRTV Growth and conversions
DRTV budgets can start small to begin with, and then and grow exponentially whilst developing a granular understanding of how your customers respond best.
There is a direct correlation between brand and business growth via DRTV investment. We see not only the bottom-line conversion metrics moving, but also often some of the wider brand metrics too, particularly on those higher levels of DRTV budgets.
As a result, ‘Brand’ TV can often seem like a big, unnecessary step. The research has always pointed towards this type of activity delivering on longer-term KPIs, but admittedly this can come at a cost to the short-term ROI.
‘Brand’ TV though, doesn’t always have to be millions of pounds of investment, at extreme risk to efficiency.
Building Regional ‘brand response’ TV
There are many stepping stones to building a brand beyond DRTV, and an angle we’ve seen work well for brands is through regional Brand Response TV.
This campaign element typically requires a layer of DRTV; core, efficient TV activity where performance is consistent month over month. Beyond this, look to build in the BRTV element.
This can take many forms but often leans more heavily into peak airtime, on the larger stations across ITV, Sky and C4.
This doesn’t always have to be regional, but there are several benefits of testing this route such as:
- Select specific regions based on historic business performance. If you see better CVR% in Northern regions, it could be considered as less of a risk to test BRTV within those regions.
- Take advantage of regional pricing. This is relevant if you choose to test in the cheaper ITV/C4 regions of course. For example, if the most suitable region for the business is to target consumers in London, calculate if the performance out-weights the inflated cost. However, if your brand is focused in the Northern regions or in Scotland for example, calculate the maximum impact ratio that you can gain from your budget.
- Measurement is key. Brand Response TV isn’t about throwing your media/marketing budget at a wall and hoping it sticks. It’s more about dipping your toes into the water, measuring the impact throughout. The benefit of regionality within campaigns is that you can roll out control regions and monitor uplift across all metrics vs the rest of the country.
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BRTV measurement
BRTV measurement differs from DRTV in a number of ways.
Where possible, you want to be tracking the direct impact of the campaign on visits, conversions, conversion rates.
There is a multitude of measurement tools we’d recommend using when committing to BRTV activity.
- Brand tracking – As an advertiser investing in BRTV, use brand tracking tools like YouGov Brand Index. Monitor a wider range of upper funnel metrics such as Brand Awareness and Ad Awareness, and lower-funnel metrics such as Consideration and Purchase Intent. Analyse how these scores change for various audiences, in different regions etc. ‘Dips’ are also available if you didn’t want to pay annual fees to track these metrics at a moment in time, pre, during and post-campaign.
- Share of search – Using Google Trends data, compare growth for brand-specific terms within your competitor space to track who you’re stealing share from as search intent grows.
- Share of voice – As your TV spend grows, you will likely be stealing share of voice (SoV) from other competitors. Tracking SoV against share of search can be a great way to visualise how growing share of voice is impacting directly upon share of search (SoS).
- Reach and frequency – Tracking DRTV campaign coverage is needed to be proactive with your TV strategy. Review which stations are offering higher levels of incremental reach, or where you might be seeing creative wear-out. For BRTV, brands can often obtain a gauge of the campaign incrementality and how it is delivering above and beyond DRTV. Assess which days saw the largest increases, and have visibility on which regions coverage is building up above average.
- Impact of BRTV on DRTV – Due to the ‘halo’ impact from growing overall brand awareness, you can see the benefit on performance channels. Through growing BRTV spend, we see DRTV RR% increase, as viewers become more aware of the brand itself, with DRTV essentially harvesting these customers.
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All Response Media viewpoint
It’s not always necessary to utilise BRTV to have a successful media campaign. DRTV can and does do a lot of the heavy lifting in terms of business performance and growth.
However, when brands want to add an extra layer to their growth strategy, BRTV campaigns can start small – much smaller than you might think. It’s a longer burn in terms of results, but once the activity proves ROI and results in one area, that’s when businesses look to continue to grow into larger, national ‘Brand’ TV campaigns.
For All Response Media, it’s a tried and tested route across our client base, where we have finessed our approach to such campaigns, to further minimise your risk and maximise your results.
Contact us to see how we can diversify your campaigns and create a tailored media planning and buying plan to achieve your business goals.
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