登录查看更多内容

What are the most important factors when selecting TV networks and programs for advertising campaigns?

由人工智能和领英社区提供技术支持

TV advertising is still a powerful way to reach a large and diverse audience, but it also requires careful planning and strategy to make the most of your budget and achieve your goals. In this article, you will learn about the most important factors when selecting TV networks and programs for your advertising campaigns, and how to optimize your media mix and frequency.

此文章中的业界达人

由社区从 6 条内容中精选。了解更多

1 Target Audience

The first factor to consider is your target audience, or the specific group of people you want to reach with your message. You need to know who they are, what they watch, when they watch, and where they watch. You can use tools like Nielsen ratings, audience profiles, and segmentation to identify the best networks and programs that match your audience's demographics, psychographics, and behaviors. You also need to consider the size and potential of your target market, and how much reach and frequency you need to achieve your objectives.

添加您的观点

Karan Khosla

Social Media Strategist | Branding | Organic Growth Strategist | Content Marketing | LinkedIn Strategist | Top Social Media Voice | Building InfoObjects Inc
举报内容
first and foremost, it's all about the bloody audience! who are you chasing make sure your message fits the mood, spread it thin on niche channels, or go big and bold on primetime

已翻译

赞
Patrick Bell, MBA

Digital Transformation | Sales Leader | Omni-Channel Marketing | OTT/CTV | Performance Media | Traditional Media | AdTech | Digital Strategy | New Business Development
(已编辑)
举报内容
The first thing to consider with any Advertising medium is "Who is my audience" and in the case of Broadcast TV, it's then figuring out "where" your audience is through qualitative analysis. Tools such as Neilsen's Scarborough allows you to delve deeper into qualitative audience categories by measuring over 2,000+ consumer behavior & intent-based categories. Once you figure out who your audience is and roughly where and what they typically watch, you can place a much more strategic buy with your Broadcast affiliate or Network to ensure you're getting enough Reach & Frequency to have an impact. Look at program ratings as one of the key indicators of consumption/popularity.

已翻译

赞

2 Campaign Objectives

The second factor to consider is your campaign objectives, or the specific outcomes you want to achieve with your TV advertising. You need to define your key performance indicators (KPIs), such as awareness, recall, sales, or conversions, and how you will measure them. You also need to align your objectives with your creative strategy, or the message and tone you want to convey to your audience. You need to select the networks and programs that best fit your objectives and creative strategy, and that can deliver the desired results.

添加您的观点

Nick Bantin

Advertising Director - BBC
举报内容
It's common to see 'CTR' as an objective on an awareness campaign, or 'reach' as a goal for direct response. Before putting together the brief for a publisher it's always useful to sharpen the strategy and consider what the creative is geared towards. As having 'all goals' is the same as having none in particular.

已翻译

赞

3 Budget and Timing

The third factor to consider is your budget and timing, or the amount of money and time you have to spend on your TV advertising. You need to allocate your budget wisely, and balance the quality and quantity of your media placements. You also need to consider the seasonality and competition of your market, and the availability and cost of inventory. You need to select the networks and programs that offer the best value and efficiency for your budget and timing, and that can maximize your return on investment (ROI).

添加您的观点

Carolina Andrade

Advogada
举报内容
Consider strategic scheduling within your budget and timing considerations. Choose time slots aligned with your target audience's viewing habits for maximum impact. Factor in peak seasons and market competition to optimize your campaign's visibility. Assessing inventory availability and costs is crucial to make informed decisions. Striking a balance between quality and quantity in media placements ensures effective use of resources. Select networks and programs offering value and efficiency, maximizing ROI. Integrating a strategic schedule complements budget and timing considerations, enhancing the overall effectiveness of your TV advertising campaign.

已翻译

赞

4 Media Mix and Frequency

The fourth factor to consider is your media mix and frequency, or the combination and repetition of your media placements. You need to diversify your media mix, and use different types of networks and programs, such as broadcast, cable, syndicated, or streaming, to reach your audience across different platforms and devices. You also need to optimize your frequency, or the number of times your audience sees your message, to build awareness, recall, and action. You need to select the networks and programs that complement your media mix and frequency, and that can enhance your campaign effectiveness.

添加您的观点

5 Program Content and Context

The fifth factor to consider is the program content and context, or the theme and environment of your media placements. You need to match your message with the program content, and avoid any incongruence or conflict that might affect your audience's perception or response. You also need to consider the program context, or the factors that might influence your audience's attention or engagement, such as genre, mood, quality, popularity, or social buzz. You need to select the networks and programs that align with your program content and context, and that can boost your campaign impact.

添加您的观点

Hailey M. Clark

Creative Marketer | Empowering Small Businesses | Driving Growth, Amplifying Brands & Boosting Revenue | GovAI Coallition Individual Member | @ThisOldHagMarketer
举报内容
This is something often overlooked, especially for OOT advertising it's kind of easy to just let your advertiser "plug and play" but if your ads are running during programs that are somehow in conflict with your product you run the risk of looking tone-deaf or alienating potential audiences simply because your advertising ran in the wrong channel. This is why it's so so so important to check with your advertisers what content you'll be running alongside to make sure you're not accidentally creating a potential consumer experience that can damage your chance at converting them.

已翻译

赞

6 Network and Program Relationships

The sixth factor to consider is the network and program relationships, or the connections and partnerships you have with your media providers. You need to build and maintain good relationships with your network and program representatives, and negotiate the best deals and terms for your media placements. You also need to leverage the network and program assets, such as sponsorships, integrations, or promotions, to amplify your message and reach. You need to select the networks and programs that offer the best network and program relationships, and that can add value and credibility to your campaign.

添加您的观点

Purva Shah Pandya

Brand Management & Strategy | MICA Alumni | IIM Indore Alumni
举报内容
When choosing TV networks and programs for your commercials, the first consideration is reaching the right audience. Factor in campaign objectives, the media mix, budget, and the crucial role of commercial duration on specific channels and during show hours. Targeting trending events or shows watched by your audience is key. However, selecting the right programs is crucial; your product and brand must resonate directly with the content. For instance, airing random product ads on kids' channels may not connect with the intended audience.

已翻译

赞

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

Advertising

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

What are the most important factors when selecting TV networks and programs for advertising campaigns?

1

2

3

4

5

6

7

1 Target Audience

2 Campaign Objectives

3 Budget and Timing

4 Media Mix and Frequency

5 Program Content and Context

6 Network and Program Relationships

7 Here’s what else to consider

Advertising

给文章评分

感谢您的反馈

更多Advertising相关文章

更多相关阅读内容

What are the most important factors when selecting TV networks and programs for advertising campaigns?

1

2

3

4

5

6

7

1 Target Audience

2 Campaign Objectives

3 Budget and Timing

4 Media Mix and Frequency

5 Program Content and Context

6 Network and Program Relationships

7 Here’s what else to consider

Advertising

给文章评分

感谢您的反馈

查看其他技能