In Part 1 of our series, we explored the general principles of TV advertising effectiveness. For Part 2, we’re excited to share insights from three industry experts: Cristian (VP Media), Kathrina (Head of Offline Marketing), and Kristina (International Media Consultant). These experts will delve into what effectiveness means to them, how to achieve it with linear TV, and why it’s now crucial for e-commerce brands.
What Does Effectiveness Mean to You?
Cristian explains effectiveness through the analogy of a pizza, a dish lots of readers appreciate. Where a frozen pizza fulfills the basic criteria of addressing hunger, it lacks the quality of a homemade pizza, which is more satisfying physically and emotionally, and of course made with fresher ingredients. In a nutshell, effectiveness is about the qualitative impact overall, not just meeting the basic requirements.
Kathrina emphasizes that effectiveness is the impact or success achieved with a campaign. It varies depending on the client’s goals, whether performance-oriented (e.g., CPV, ROAS) or branding/awareness-oriented (e.g., reach, recognition). For some clients, a ROAS >1 is considered to be successful, while for another e-commerce brand, it needs to be >2 or higher to be considered an effective campaign.
Kristina adds that effectiveness involves achieving the accepted results through resourceful, risk-aware, and adaptable strategies. The focus lies on achieving goals efficiently and being able to pivot when necessary to capitalize on new opportunities.
What Does Effectiveness Mean to You?
We cannot stop highlighting the importance of the creative aspect and a strong call to action in TV ads. In addition, selecting the right mix of channels and efficient media buying (e.g., CPM) is crucial. Strategic scheduling of ad placements is also vital to optimize responsiveness. It should not be a surprise anymore that an engaging ad with a clear call to action on the right channels and at the right times can significantly boost effectiveness.
As we stay within the pizza analogy, Cristian compares creating an effective TV ad to making a perfect pizza, where the right ingredients and timing are crucial. Linear TV, with its high production value and large audience reach, is inherently a high-quality medium. A well-produced TV spot, strategically placed, can significantly enhance effectiveness. “Just like a pizza that needs the right dough, sauce, and toppings, a TV ad needs the right message, visuals, and placement.”
She also emphasizes the importance of preparing for a TV campaign by ensuring an enjoyable experience; looking at a smooth user journey, logistics, customer service, and measurement. Testing the market with a lower budget initially and adapting strategies based on local insights is recommended. She also stresses the critical role of creative quality and the effective use of spot lengths. It is therefore recommended that businesses look forward to the surge in web traffic, and ensure the campaign is adaptable to market insights.
Why is Effectiveness Important for Our Clients?
Kristina highlights the importance of response rates and campaign optimization. TV advertising is vital for high-growth D2C brands to accelerate growth after social media saturation. After exhausting social media channels, TV provides the scale and impact needed to continue driving growth.
He recommends that it should be underlined multiple times that there is a high need for differentiation in a very crowded market. Effective TV advertising helps clients’ brands stand out and attract consumer attention. The market is flooded with options, e-commerce brands need to position themselves the homemade pizza that everyone prefers over the frozen ones.
She points out that clients want to see their media investments yield meaningful results. Efficiency in achieving the maximum outcome with minimal investment is crucial. Clients need to trust that their media spend is delivering tangible results towards their defined goals.
Why is Effectiveness Important for Our Clients?
Our experts agree that achieving effectiveness in TV advertising is a complex yet crucial endeavor for e-commerce brands. It involves strategic planning, qualitative impact, and efficient resource use. Cristian, Kathrina, and Kristina highlight the importance of creating high-quality ads, selecting the right channels, and continuously optimizing campaigns.
By understanding and implementing these habits, e-commerce brands can differentiate themselves in a crowded market, drive valuable growth, and ensure that their media investments yield substantial returns short and long term.
One thing is for sure : For any brand aiming to enhance its marketing efforts, embracing the power of linear TV is a strategic move that promises substantial rewards.
Stay tuned for more expert opinions in the upcoming posts. If you missed Part 1, click here to read it. We’d love to hear your thoughts and experiences with TV advertising — share them by writing hello@gladtobe.com!
