PODCAST: Growing Your Ecommerce Reach with TV
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Expanding Your Reach with TV.
TV advertising is typically associated with big brands with big budgets. But we're here to challenge that notion as there is a huge opportunity for ecommerce brands of all sizes to leverage digitally led TV advertising. TV served through digital ad platforms provide a means for brands to reach a larger more diverse audience and improve brand awareness. Unlike digital ads across search, display and social, TV ads capture audiences at the height of their attention.
Targeted Advertising on TV.
TV advertising isn’t a one-size-fits-all approach. Like online ads, TV commercials can be targeted to specific demographics, interests, and even viewing habits. The intricacies of this targeting will depend on which channels or service you are looking to serve on. For instance, SkyAdSmart has far more detailed targeting options compared to Netflix served through Microsoft Digital Ad Exchange. For brands who can't afford as much wastage or have a particularly specific product for a specific audience, you may wish to consider a platform with a higher level of control. Regardless, careful considering of targeting allows brands to get their message in front of the most receptive audience, boosting the impact and return on investment for your brand.
TV Tracking and Measurement.
A key challenge for brands using TV advertising is measuring the effectiveness of their campaigns. There is no clear CTR and conversion tracking, TV ads lack such immediate metrics even when served digitally. Microsoft offer a dashboard of metrics including CTR and CVR but if we take into consideration the proportion of audience watching on a clickable device such as a laptop vs a TV, its hard to be able to trust that data. Instead, look at broader trends and correlations. Launch a campaign and then jump into your analytics platform such as GA4. Brands should see a rise in website traffic or a surge in searches for its brand name after launching a TV campaign. This is your indicator for success.
Remember TV advertising whether traditional or CTV is a marathon. It is not a performance marketing tool aimed at short term goals. It is a brand building strategy for long term incremental growth.
