Linear TV which is also referred to as traditional or live TV, still commands a significant share of total advertising spend. This is reflected by the average viewing by all individuals of over 3 and half hours per day. The volume of TV channels available have steadily increased the supply of audiences over the last 10 years which has resulted in overall CPT’s and TV prices dropping.
Research conducted by Ebiquity and Gain Theory published in November 2017 concluded that TV on average contributes to 71% of all profit return over a 3 year period compared to other media channels.
Despite the growth of alternative opportunities for transmitting video content, linear TV is still the most cost-efficient route to market to achieve both reach and effective cost per acquisition targets.
Broadcaster Video on Demand (BVOD)
Broadcasters VOD provide advertisers with the opportunity to deliver campaigns across multiple platforms, in catch up and archived programming, via their dedicated players, including ITV Player, 4 On demand, My 5 and Sky Go.
The key benefits of BVOD include the sophisticated targeting options using first party data, high view through rate in a trusted safe environment and access to a young and upmarket audience.
Research from Les Binet and Peter Field revealed that integrating broadcaster VOD with linear TV increases the direct business effects by 32% compared to campaigns that just use linear TV.
There are many opportunities available across a wide range of both commercial TV and dedicated home shopping channels in the UK for teleshopping or infomercials. These opportunities are typically sold in 30-minute time bands. however, other time-lengths are available which can range from 30 seconds to 12 minutes subject to availability.
The available slots are typically transmitted between 12.00 midnight and 6.00 am, however there are other opportunities outside of this daypart.
Example brands and products that advertise within teleshopping environments, are from sectors such as home appliances, health, beauty and fitness. They typically use home shopping channels such as QVC as a key direct distribution channels.
The opportunities for broadcast sponsorship are varied, with budgets that reflect the scale of the available audience, and the demand for each property.
Sponsorship opportunities can range from the headline ITV shows such as I’m A Celebrity, X Factor and the World Cup, to lower budget solutions that reach niche audiences in bespoke environments.
The broadcast sponsorship market is buoyant compared to a declining overall TV market. This reflects the strength of the opportunity for advertisers of integrating sponsorship within an existing media strategy.
Traditionally the core advertisers using sponsorship were brand advertisers with campaign objectives of association and awareness. However, there are increasingly more examples of advertisers investing in sponsorship from direct and brand response sectors. The online brands that have sponsored Britain’s got Talent, X Factor, Big Brother, I’m A Celebrity and the 2300 film on Film 4 are examples of online response driven brands who have integrated sponsorship into their media strategy in recent years.
Often overlooked within a media strategy are opportunities with cinema. This is typically because of the limited reach and higher CPT’s compared to other media channels. However, research from a partnership between DCM and Millward Brown revealed that cinema delivers the strongest impact per person of all media channels across four of the five key metrics that are used as indicators of brand growth and value. Further research using econometric modelling has proven that for some sectors incorporating cinema within the media mix can deliver longer term efficient ROI than campaigns without cinema.
Radio can be a cost-effective alternative to using TV, due to the lower costs of both production and media. There are many benefits of radio, including increased reach, efficient targeting and driving online response. Traditionally radio has been considered most effective when integrated with TV, and the pre-internet rule of moving 10% of TV budget into radio still remains true in today’s multi-platform landscape.
We recognise that each of the specific areas of online marketing require expertise from specialists within those individual fields. Therefore, we work alongside specialist partners who can implement an online media strategy to the same high standard as we can with AV media.
Integration with these partners is key, particularly when planning investment into mass mediums such as TV that will impact on the performance of each online communication channel.
Out of home
Integrating out of home media with AV media has many benefits including increased reach and awareness in key regions and locations. Moreover, with the increased opportunities across digital out of home formats, integration with AV media using video is an important consideration for campaign planning.
Town Wall Media recognise the scale and complexity of planning across the multiple out of home formats and locations available. Therefore, we have national and local partners who we work with, to ensure expert campaign delivery and access to competitive market pricing.
With advertising revenues declining in print, there are significant cost benefits of utilising print media for advertisers. To take advantage of the availability of late deals and to ensure we offer the most competitive rates to clients, we outsource print briefs to one of our specialist partners for direct response, national or regional solutions.