Cross Media Measurement , Single Source Data
New-to-TV brands: how you can improve measurement of TV campaigns
26th June 2022
How can new-to-TV brands improve measurement of TV campaigns?
According to Nielsen Ad Intel, online-born businesses increased their TV investment by 42% last year as a means of boosting top-of-funnel activity and driving web traffic. Moreover, over a thousand brands used TV ads for the first time in 2021, or returned to the channel after more than five years away.
However, brands that are new to TV advertising have difficulty unlocking its full potential as they lack the insights needed plan their media accordingly. With no historical data to draw from and they often rely on overly broad demographic information when planning their campaigns.
So, what’s the solution? How can new-to-TV brands improve the planning of TV campaigns and reap the benefits of the channel?
Improving measurement of TV campaigns with Single-Source data
That’s all changing now with Single-Source data, which is the measurement of TV and other media exposure, purchase behaviour and location data over time for the same individual. Not only does this data enable us to measure the effectiveness of every campaign in the sector and see which channels, times of the day, and days of the week are most effective at driving conversions, but it also allows new-to-TV brands to optimise spend from day one.
With these holistic insights, brands can increase ROI by targeting the times of day and the channels that drive the most audience engagement, therefore significantly reducing ad spend waste.
Benchmark against the competition to boost optimisation
Single-Source data isn’t just effective at illuminating brands’ own audience insights; it can shine a light on their competitors’ ad performance too, so brands can learn from their successes and failures. This also allows brands to see where their competitors’ audiences are and how to reach them, and gain a wider industry context for their own product or service by benchmarking their campaign against others.
Studying competitors’ performance is also critical for long-term TV media buyers as programmes change along with viewing habits. Getting a broad view of TV ad performance across the entire sector ensures brands can stay ahead of the curve.
Go deeper than demographics
In addition to rich competitor insights and holistic audience profiles, Single-Source data can also provide a much better alternative to demographic-based media planning, which is often inaccurate because all demographics contain a vast range of tastes and characteristics. Therefore this data cannot produce the granular insights needed for precise ad optimisation. For this reason, there’s often only a weak correlation between demographic data and the consumers who actually purchase a product.
Using Single-Source data instead, a brand can define the behaviour of the users they want to reach, such as anyone who interacted with the brand in the last 12 months or consumers who used their competitors’ services but did not use their service Single-Source data can then reveal where target consumers spend their time: which channels and programs they watch, which apps and websites they use, for instance. This enables brands to create much better media plans from their first campaign without wasting money during trial and error.
A single source of truth for better TV measurement
New-to-TV brands can easily improve the planning of their first TV campaigns — they just need the right information and insights. Single-Source data can provide accurate, holistic user profiles and enable valuable glimpses into competitors’ campaign outcomes to facilitate successful media planning and TV ad optimisation.