Launch your campaign
So you’ve defined your target audience and got your creative, now it’s time to build a media plan.
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.
Media planning has a language all of its own, and although it may seem impenetrable for the uninitiated, we can assure you that it isn’t as scary as it sounds. The starting point for your media plan is determining reach and frequency for your ad against your target audience.
Reach
the percentage of the audience seeing the ad
Frequency
how often the ad is seen by your target audience
TARP
the percentage of a specific target audience viewing a program at the time
Working out the reach and frequency will help you to figure out how many TARPS your campaign will require
TARP stands for Target Audience Rating Point. Let’s say you’re looking to reach women aged 25 to 39 and are thinking about advertising during The Bachelor. If 30% of women aged 25 to 39 in metropolitan Melbourne tune in to the program, the TARP for the show in the selected market is 30.
When it comes to budget allocation it is important to consider your business objective and to determine whether you want to prioritise reach, frequency or continuity. This prioritisation will feed into your campaign phasing approach.
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Integrated solutions
TV presents a world of opportunities for advertisers that go well beyond spots and dots.
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How do TV ratings work?
TV ratings tell us the all important audiences numbers for all the programs on linear TV. Audience numbers are also available for Broadcaster Video on Demand (BVOD).
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TV advertising on a budget
The beauty of TV advertising is its ability to scale up or down to suit your business.
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What’s a TARP and how’s it measured?
TARPs are an essential part of the TV buying ecosystem.