Advertising on telly
Discussion
Interested in experiences of response to ads on 4OD in particular
AIUI ads have to be played through and clickable links can be included
https://www.4sales.com/all4
AIUI ads have to be played through and clickable links can be included
https://www.4sales.com/all4
It appears similar to Sky AdSmart. Highly targeted advertising. There's pros and cons.
On the pro front, because you're able to target so precisely you can tailor the content more precisely which should then resonate with greater impact amongst your target audience. This applies to demographics as well as location.
It's reasonably low-cost too.
Our most recent experience was a campaign supporting a wider awareness programme on single-use plastic, food waste and garden waste. Local authority client in South West London - targeting 18 - 45 year olds. We were using bus and billboard advertising at the same time and everything linked to a social media platform. We found significant spikes in social media engagement around the times the TV ads were shown - in some cases very significant which demonstrated that the campaign worked.
Cost wise, airtime was around £25k for a four-week campaign weighted to peak time viewing. Ads ran 8 times per day. Three versions of the ads were used (production for the ads themselves was £6k). This is comparable to the cost for outdoor media although this was in one of the most expensive areas in the UK for media space.
Cons...
My personal view is that it's too targeted. The data that drives the targeting is largely drawn from the information someone provides when they subscribe to Sky or whatever platform they access TV via and the usual cookie harvesting for online viewers. This doesn't always align with the people actually watching. So in the case of the example above, a 25 year (who'd fall within out target audience) may well be in their own flat with their own subscriptions but they may also still be living at home so the viewer data will be that of their parents.
But overall, it's still worth it. TV still offers the best impact and can yield some very good results although this is dependant on what you are advertising and the quality of the creative content. It's no longer mega-money and you can dip your toe in at a low cost to test.
One thing to consider is that whilst it's lower cost than in the past, it's still expensive in the wider scheme of things and you need to factor in the need to support the TV campaign with other advertising, social platforms, etc. And the production of adverts themselves.
HTH
On the pro front, because you're able to target so precisely you can tailor the content more precisely which should then resonate with greater impact amongst your target audience. This applies to demographics as well as location.
It's reasonably low-cost too.
Our most recent experience was a campaign supporting a wider awareness programme on single-use plastic, food waste and garden waste. Local authority client in South West London - targeting 18 - 45 year olds. We were using bus and billboard advertising at the same time and everything linked to a social media platform. We found significant spikes in social media engagement around the times the TV ads were shown - in some cases very significant which demonstrated that the campaign worked.
Cost wise, airtime was around £25k for a four-week campaign weighted to peak time viewing. Ads ran 8 times per day. Three versions of the ads were used (production for the ads themselves was £6k). This is comparable to the cost for outdoor media although this was in one of the most expensive areas in the UK for media space.
Cons...
My personal view is that it's too targeted. The data that drives the targeting is largely drawn from the information someone provides when they subscribe to Sky or whatever platform they access TV via and the usual cookie harvesting for online viewers. This doesn't always align with the people actually watching. So in the case of the example above, a 25 year (who'd fall within out target audience) may well be in their own flat with their own subscriptions but they may also still be living at home so the viewer data will be that of their parents.
But overall, it's still worth it. TV still offers the best impact and can yield some very good results although this is dependant on what you are advertising and the quality of the creative content. It's no longer mega-money and you can dip your toe in at a low cost to test.
One thing to consider is that whilst it's lower cost than in the past, it's still expensive in the wider scheme of things and you need to factor in the need to support the TV campaign with other advertising, social platforms, etc. And the production of adverts themselves.
HTH
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