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How to put TV to work for your brand

Find out how you can put TV’s unbeatable reach, attention and Return on Investment (ROI) to work for your brand.

Choose your target audience

Who you need to target will be determined by your business objectives. Once you have clearly defined the outcome you seek in terms of the desired behaviour change amongst a specific population set then you will be able to define who you need to influence in order to deliver the outcome you are after.

TV offers targeting options to help you reach the right audience whether you’re after broad reach or a more specific audience.

Research viewing behaviour

Once you have decided who you need to target then you need to understand how the target audience is consuming media. Viewing behaviour is critical when selecting a mix of media platforms that will not only reach your audience, but will deliver the attention and viewability necessary to impact their behaviour.

Not all reach is equal. Advertising must be seen to be believed so choose platforms that deliver effective reach.

Get creative

Advertisers and audiences love TV because it offers an incredible canvas to get creative. Story arcs, music, jingles and even celebrities, no other medium gives you the unskippable creative freedom TV does. With TV advertising brands can tap into the power of dramatic storytelling that commands attention and is remembered long after the ad airs.

TV advertising commands attention and is remembered long after the ad airs.

Pick the most effective channels

At ThinkTV, we reckon effectiveness is the most important consideration when choosing media channels. There’s a good reason why a whopping 90% of Effie Award winning campaigns use TV – it works. Time and time again, research shows that TV delivers an outstanding return on investment.

There’s a good reason why a whopping 90% of Effie Award winning campaigns use TV – it works.

Launch your campaign

So once you’ve defined your target audience and got your creative idea, it’s time to build and execute your media plan. The success of the launch phase is contingent upon choosing the right media to ensure your brand message commands attention and stays in the mind of the consumer right up until the point of purchase. And most importantly, don’t forget to ensure that you have enough stock to capitalise on the demand that TV advertising creates.

It’s important to choose the right media to ensure your brand message stays in the mind of the consumer right up until the point of purchase.

Measure campaign performance

Measuring campaign performance is sometimes forgotten but it is an essential step to verify return on investment (ROI) and optimise future campaign effectiveness. ROI is calculated by measuring the sales revenue generated by the campaign, divided by the cost of the campaign, and consideration needs to be given to your original objective in determining the time frame across which the revenue is measured. TV ads continue to drive sales impact long after the ad has been broadcast.

TV ads continue to drive sales impact long after the ad has been broadcast.

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Confused by all the jargon?

In our ever-changing world, it’s easy to feel overloaded with new terms and jargon. It almost feels like we’re speaking a different language and in some ways, we are. As TV evolves, the language will change and some new words will be needed. To make the journey to future TV as simple as possible, let ThinkTV’s Glossary & Help Centre guide you through.