TV Advertising

So, given TV advertising’s convoluted state and the fact you’ll most likely want to use more than one TV advertising type (on top of the other kinds of ads you may be running), how can you effectively develop and execute a convergent TV advertising strategy?

We talked with Andrea as well as some of Goodway’s CTV and ad campaign experts including senior director Amy Burrows; commerce lead, Center of Excellence Laura Taylor; and senior trading consultant Sarah Howcroft to best provide you with a framework you can use when creating your strategy. Here’s what they had to say.

1. Always Start With Your Audience

Focus on your target audience first because TV advertising is so complex, and the way audiences watch TV is complex. Each generation consumes video differently, using multiple channels and device types. You may even discover variations by location.

Only once you fully understand who they are, what they care about and how and when they consume media — as well as future trends — can you begin conceptualizing your strategy.

So, how do you get the data you need, whether demographics, psychographics, audience behaviors or media consumption habits? “Start with your own first-party data,” Amy suggested. “Use your customer relationship management (CRM) to uncover who your tried-and-true current audience is. Who is already purchasing your product or service? What information can you glean about people you’re already seeing success with?”

Then, match your data with data connectivity platforms like LiveRamp to get look-alike audiences with anonymous IDs. You can also use solutions like Goodway’s Passport One™, which analyzes your existing first-party data and creates new opportunities for closed-loop measurement.

Once you have this data and analyze it, layer in consumer research from platforms like GWI and IBISWorld, create buyer personas and eventually build dynamic audiences.

Go where your audience is overindexing and utilize one of the many insights analytics tools that are available to see what they are watching. With Roku’s OneView, for instance, you can upload your audience, and it will tell you what sites your audience is overindexing on.

Laura Taylor

Commerce | Center of Excellence Goodway Group

For example, for advanced TV, you may want to choose one of these KPIs:

2. Choose Where TV Advertising Aligns in Your Customer Journey

Next, develop a customer journey for your target market from awareness to conversion. Identify the role media plays in the buying process and which media types lead to ideal specific actions.

Convergent TV advertising is usually viewed as part of a full-funnel strategy unless it’s part of a purely awarenessdriven, top-of-funnel campaign, so identify where it would fit in with the overall customer journey.

Also, look at whether convergent TV advertising works best when paired with other ad types. CTV is a great option for this in particular. “If you’re advertising on CTV, you can complement your buys with other programmatic formats, thus reaching your audience throughout the customer journey, driving more conversions and sales,” Sarah said.

“By leveraging automatic content recognition (ACR) data from operating systems like Vizio, LG and Samsung, you can use the data to identify other devices in the same household and target with follow-up, sequential messaging,” Andrea added.

3. Identify the Business Objectives (Outcomes) and KPIs for Your Campaign

Next, focus on measurement. What outcomes are you trying to achieve? Which KPIs do you need for your campaign, and what funnel stage are you using TV advertising for?

When choosing your ideal business outcomes and KPIs, keep in mind what you are able to track per the TV strategy type you use. See what data is available and if you have the data attribution tools you need to truly track a consumer throughout the entire customer journey.

Awareness KPIs

Frequency overlap

Completion rate

Incremental reach reporting

Video views/impressions

Consideration KPIs

Brand lift

Inferred brand intent

Purchase KPIs

Online and offline actions

Conversion lift

Sales lift

First-to-market retail measurement