The placement of a British Gas ad in Grand Designs or a Sofology ad during Gogglebox seems to make sense… but how do we know that it works? And even if it does work, at what cost?
Whilst for some brands, with very deep pockets, this might fall into the ‘vanity pot’ – a sort of Narnia for media buyers where performance, in its purest form, isn’t their core metric but more-so the accolade associated with placement within (premium) relevant content.
That isn’t the case for all ‘big’ brands of course – a Thinkbox case study details how ‘Expedia’s innovate use of TV reaps rewards’ – the 2017 campaign, with a primary objective to ‘drive sales without increasing their budget’ and cited as ‘highly contextual’, ‘delivered a return on investment (ROI) of £1.30 for every £1 spent’. The implementation was a partnership with Sky Media where they cherry picked programming across the channel portfolio – the focus being content that featured ‘glamourous foreign locations.’ Each week performance was analysed, and the schedule optimised accordingly.
Sounds great, and then you get to estimate the budget for the campaign: £500-750k! I can already hear the metaphorical draw bridges of SME’s and startups pulling up – the sense that contextual placement will never be accessible for them and their ‘modest’ budgets
All Response Media viewpoint
The good news is you don’t have to have very deep pockets to access relevant content but more importantly relevant content that works! (FYI, we can prove that too). It’s about how you buy, it’s about being smart and, in some cases, re-defining peak.
Relevant content can improve performance and deliver against core key performance indicators (KPIs), it is as simple (and perhaps unsurprising) as that. What is most important however, is understanding that this can be accessible to all clients, whether your budget is £500K or £50K. It’s about the buy, and, as aforementioned a smarter buy. Peak in its most traditional sense means advertising between the hours of 1730-2300 but that isn’t everyone’s peak.
I have included two examples below where we have seen relevant ‘Peak’ content delivery (within direct response TV (DTRV) KPI parameters):
Food client on Sunday Brunch
Weekend daytime ‘peak’ drives significant uplift in site traffic.
Travel client on Cruising with Jane Macdonald
Late peak placement delivers on KPIs in line with daytime
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