TV is a powerful media
Let’s have a have a look at the situation: since 2017, digital advertising has overcome television advertising, and it is doing it more and more. In 2017, worldwide TV investments represented 35% of market share when digital ads were representing 41% of the market. So does it mean that it’s the beginning of the end of TV?
Of course not!
TV is still the most powerful media of the world. That’s a fact. There are 1,6 billion households with a TV in the world, and it is the only media capable of reaching a huge audience in a very short period of time. And advertisers know it!
Let’s take the example with these 3 brands: Amazon, Google and Apple. What do they have in common? Ok, they are 3 of the 4 “GAFA”, and their CEO is very rich. But they also have something else in common...
They are all advertising on TV! They all have TV campaigns running all year long. So these “digital natives” are also investing on television while saying at the same time that TV is dying…
Why would they do that? Why would they invest in this “old” media, when they can benefit from the trendiness of digital? It’s because they need it. An also because TV and digital are different in many ways.
This is how TV and digital are different
TV is a mass media, it addresses a huge part of the population in a little time: for example, during the World Cup this Summer, 45 million people tuned in to watch it in the UK! It is also a branding media, initially taken over by brand-oriented advertisers who wanted to build their brand image. They knew TV was safe: the programs and their ads are controlled. No fraudulent impressions, no crappy content, 100% brand safe.
On the other hand, digital is considered as ideal when wanting to target a specific audience thanks to its precision, and it is then perfect for lead generation. However, it is more and more seen as unsecured, with ads popping up everywhere on pages not always chosen by the advertiser.
Another difference? The way we buy TV and digital.
We buy TV based on ratings, but business performance related to these investments is quite hard to monitor.
On the other hand, we buy digital advertising with performance-based business models. This also means that this performance is easy to monitor and to optimize in real-time.
Then, what about combining the precision of digital and the power of TV? What about taking all the advantages of these 2 worlds? What about having a performance-driven campaign on a mass media like TV?
So how does it work?
How TV Analytics solutions help TV getting digital
A 1st step is made by TV analytics solutions. TV Analytics makes it possible to analyse and optimise the performance of a campaign based on digital KPIs such as visits, leads, app downloads…
That’s what we’ve been doing for the 5 past years at Realytics: helping brands and agencies measure the impact of their TV campaigns on their website, their mobile app and optimize their media planning based on this data.
This is how our clients can now monitor their TV campaigns in the exact same way they are monitoring their digital campaigns: they use their own business KPIs in order to improve their ROI.
Until now, we have analyzed more than 2 million of TV spots in Europe and we’ve made sure our clients took the most out of their TV campaigns. But measuring the performance of television was the first step. What about media buying? Could it be possible to buy television based on performance, and not based on ratings anymore?
That’s why Realytics created Ad Plan.
Ad Plan, the first IA serving TV ads
Ad Plan is the first artificial intelligence solution that introduces the TV media buying based on a guaranteed cost per TV visit. Our solution can simulate thousands of media plans in a few minutes, when it takes a few hours to a media planner to create only 1. Plus, the AI selects the best plan, according to the advertiser’s brief.
How does it work?
Thanks to the tons of data we’ve collected, we’ve developed predictive algorithms and models that are able to simulate the performance of a TV campaign and predict its effects in terms of traffic generation for a given brand.
Ad Plan takes into account 180 criteria when building a media plan, like the brand, its context, the creative, the industry…
The media buyer just has to provide the budget, the media constraints (I want to spend 20% on this channel, I don’t want any spot at night time…) and the traffic generation goal, and the Ad Plan delivers the optimal media plan.
Concretely, what are the results?
We’ve compared for several campaigns Ad Plan recommendations with the plans build by a media planner. In most of the cases, Ad Plan has delivered a more efficient media plan, being able to generate 32% more TV visits within the same constraints.
So that’s it. With Ad Plan, you now have the best of the 2 worlds: the power of TV, the precision of digital and a performance-based business model!