Why Should You Integrate a Call To Action (CTA) to Your TV advertising Campaign?

TV advertising industry has undergone major changes in the last decade. With interactive TV and mobile devices getting more and more popular, it might seem traditional TV is losing its value.

Nevertheless, it remains the most effective advertising medium according to MarketShare‘s study. Moreover, it has the highest efficiency at achieving KPIs – particularly in sales and new accounts, delivering more impact than paid search, print or online media. These results have been the same over last 5 years despite the growth of online advertising. TV lift factor is consistently higher than online media or paid search for the industries marked below.

TV efficiency

Source: MarketShare, 2015

Regardless of the efficiency, TV advertising success requires a smart strategy that will ensure the best ROI.

Although smartphones and tablets may drive away attention from TV, they also serve as a new opportunity for marketers. Findings from the Wiggin survey conducted in the UK reveal that 6 out of 10 TV viewers use a second screen like a smartphone, tablet or a laptop while watching TV. Moreover, 1 out of 3 expressed an interest in purchasing a product after seeing it on TV.  By adding a call-to-action to a TV advertisement, you’ll be able to directly increase traffic to your website, call center or a mobile application. So there is tremendous potential here, especially as Video Advertising Bureau found a direct correlation between expenditures on call-to-action TV ads and increase in website visits. Subsequently brands who lowered their TV spends faced the biggest visitor decreases.

BrandsSource: Video Advertising Bureau, 2015

There are several ways to connect TV ads to brands’ online presence. For example, Nominet study has found that 65% of TV ads in the UK include a web address. The offline and online presence of different brands is slowly merging, as the majority of  TV ads include a CTA in their online presence, may it be a social CTA with a hashtag, search keyword or URL. However, just by adding a website address or a hashtag to your advertisement may not guarantee you the desired results. If you want to take the maximum profit out of your ad, you need to keep in mind why it is profitable to integrate to your ad in the first place.

So here are 4 reasons  why a CTA should be included in your advertisement and how to gain the best results after doing so.

1. Measurability

There is a misconception in the industry that ROI is almost impossible to measure for TV advertisements. One of the reasons why investments in TV advertising are in decline is because accurate measurement of branding advertisement is almost impossible. On the contrary, call-to-action TV ads can be measured, tracked, targeted and optimized similarly to digital advertising. Thanks to advanced algorithms, it is possible to detect TV-generated visitors, users and different conversions from your website traffic. How? The short answer is by matching the website traffic with your TV plan and looking for uplifts. Now the key of accuracy depends on how good are the algorithms in sorting out TV-generated info from the overall website traffic. Keep this in mind when choosing a platform or building one.

Thanks to the quantitative data received, making decisions and optimizing your ads for the best results will be easier. You will find out how many people will visit your website or use your app. This way, allocating your valuable budget will be much more efficient.

2.  Accountability

In comparison to the traditional branding approach, which aims to make a lasting impression on the consumers by playing the advertisement as often as possible, adding a call to action to your campaign will ask the customer to take an action straight away. Branding in traditional TV relies on data which is not 100% accountable. There is no proven method to actually measure what people are watching and for how long. The demographic data is collected from selected households and not the whole target audience. Moreover, a lot of networks don’t share the ratings with TV distribution companies. Better data is needed to account for online timeshifting and apparently that’s lacking.

Data received from a call-to-action campaign is much more detailed: you will be able to identify the best spots helping you the most to achieve your KPIs by for example network, channel, creative, weekday time of day, device, location and use that information to optimize your next campaign. Due to this, TV budget accountability is increased and the transparency of ROI will enable advertisers to treat TV advertising as a strategic investment.

3.   Higher ROI

The goal for most of the TV advertising campaigns is obvious – to increase profit. The ability to accurately track data of TV ads will give you access to the results of your campaign. In short, you will know what are the viewing habits of your target customers and which ad invited them to take action. In addition to tracking the time and location of the users, the gathered data can be much more detailed. For instance, you will be able to track their second screen usage and see if your target audience is a more active user of a smartphone or a tablet. By optimizing the campaign ads according to the received data the increase in ROI will be inevitable, as you will see what works and what doesn’t. If most of the consumers are retargeted from a smartphone, the landing page of your website can be adjusted accordingly. A/B testing will help you find out which solution is the most suitable for better engagement rate and conversions. Developing a profit-driven marketing strategy has become easier than ever.

4.  Diverse opportunities for integrated marketing

How often do you swipe, tweet or type while watching a TV show? For most of us, it is a part of our lifestyle. As mentioned earlier, more than half of the TV consumers use smartphones or tablets while watching television. While more and more devices are integrated into the marketing mix, the line between online and offline mediums seems to be blurring, which creates new opportunities in the business. Using social media in TV ads is one way to do it. Singer Ed Sheeran aired his interactive commercial on E4 (Channel 4’s sister channel in the UK) to promote his new album. It included a hashtag call-to-action that allowed viewers to vote for the song they liked the most. The campaign worked so well because it was aligned at the right time and aired in front of the right audience.

It is a great example of integrated marketing campaign involving various mediums and a good call-to-action. The gathered data makes approaching your customers easier while being cost-effective at the same time.

TV Analytics Platform

The way data is gathered and analyzed varies by platform and even tiny details can have a huge impact. For example, there is a 60 times accuracy difference between gathering data second by second vs. minute by minute. ResultsOnAir platform accurately measures the behavior of TV-generated users down to the second according to the gathered data and helps to create the most profitable strategy to approach the proper target audience at the right times.

For example, we are able to track whether the consumers use smartphones, tablets or computers to interact with the advertisement and which one brought the most conversions. Moreover, the platform makes it easy to find out which ad spots have the lowest cost per conversion, so the ads can be placed accordingly.

In the end, it is up to you and what your preferences are when it comes to tracking TV ads. ResultsOnAir offers actionable results from your TV campaign with an easy-to-follow user interface, which is everything you need in order to maximize your ROI.

Contact ResultsOnAir to find out if it fits your needs.

Has a call-to-action ever been part of your TV campaign? Why? Why Not?