How to advertise on Television?
In the realm of business, there exists a universal aspiration – the dream of gracing the screens of primetime television. It’s the pinnacle of success, a symbol of reaching the zenith in one’s industry. After all, when your brand flashes across the TV screens of millions of households nationwide, it’s akin to receiving a golden ticket to the big leagues. But for many entrepreneurs, this dream remains elusive, obscured by the daunting question: how do you even get started?
The answer may surprise you...
First step to TV Advertising: It's Social Media!
Wait… so am I telling you that if you want to advertise on TV, you should start by advertising on Social media? Yup! That’s exactly it!
Over the years, we’ve had numerous clients approach us with aspirations of appearing on television. They couldn’t WAIT to get on! Many of these clients were in the early stages of their marketing endeavors, often still in the process of developing their websites and setting up their call centers. Unfortunately, their expectations didn’t always align with the reality of their situation.
We conducted a trial run for some of these clients over a two-week period, investing $25,000 (details on this will be discussed later). While some networks failed to generate the expected response, others did bring in leads. However, these leads often failed to convert upon reaching the website due to unresolved bugs and issues. In essence, these clients used television – often referred to as “the biggest megaphone from the highest mountain” by one of our mentors – as a platform for trial and error. That’s A LOT of money to spend to find out that the CART page of your e-commerce website doesn’t work!
Before diving into television advertising, it’s essential to have all your bases covered. Utilizing social media is a more cost-effective approach that allows for fine-tuning your offer and messaging while pinpointing your target demographic.
STORY TIME: One of our clients did online marketing and figured out that audiences responded better to a high price-point that offered FREE SHIPPING vs a lower price-point with an extra fee for shipping. You don't need the high costs of TV media buy to figure this out!
Getting a better grasp on your audiences will help us in selecting the most suitable networks for your advertising needs. It’s imperative to ensure that your website functions seamlessly and to establish a solid conversion rate. Only once these foundational elements are thoroughly understood, refined, and secured should you consider television advertising.
We recommend dedicating approximately 1-2 months to online testing, which includes platforms such as Meta (Facebook and Instagram), YouTube, and potentially TikTok. This period allows for comprehensive testing and optimization before venturing into the realm of television advertising.
Ok, I'm ready! Now what?
The landscape of television networks is incredibly diverse, encompassing a wide array of genres and niches. From news networks to home makeover channels, from golf networks to travel shows, and from court dramas to game shows, the options are seemingly endless. Given this vast selection, we leverage historical data to inform our advertising strategies, recognizing that we don’t need to reinvent the wheel.
For instance, if a client specializes in medical emergency devices, we analyze the media purchases of similar companies, such as Life Alert. By examining the networks they’ve utilized, the preferred dayparts (i.e., times of day), and the lengths of their advertisements (:120 seconds; :60 seconds; :30 seconds; :15 seconds; etc), we gain valuable insights. This data informs us that channels like the Golf Channel, Travel Channel, Court TV, and the Game Show Network are optimal choices. Not only do they reach a senior audience, but individuals who are receptive to ads about medical emergency devices.
Interestingly, our analysis may reveal that the primary consumers of these devices aren’t necessarily the seniors themselves, but rather their adult children. To effectively target this demographic, we invest in test ads on networks tailored to men and women aged 55 and above. This strategic approach ensures that our advertising efforts are not only reaching the right audience but also resonating with those who are most likely to respond positively.
Next, we prepare a TV Media Buy plan for your review
Our dedicated team of media buying and planning experts swings into action, meticulously crafting a tailored media plan for your upcoming two-week national TV test. With a budget typically set at $25,000, this comprehensive plan encompasses approximately 100 :60 second TV spots strategically placed across networks that align with your meticulously researched demographic preferences. These networks may include esteemed platforms such as CNN, MSNBC, Fox, Hallmark, and more.
Once our team finalizes the media plan, we present it to you for review and approval. Upon receiving your green light, we’re poised to embark on this exciting journey. The next step involves seamlessly uploading your meticulously curated TV spots to a trusted digital delivery platform like Yangaroo. This cutting-edge service ensures swift and efficient distribution, as they swiftly upload your advertisements to the servers of the designated TV networks.
With the media plan in place and the spots queued for delivery, we’re ready to set sail into the dynamic realm of national television advertising. Our unwavering commitment to precision, innovation, and client satisfaction ensures that your brand receives the spotlight it deserves, reaching audiences far and wide with compelling messages that resonate and inspire action.
Here's what a Media Plan looks like...
How do we find out if the TV campaign works?
ROAS, ROAS and some more ROAS...
Determining the success of a TV test relies heavily on analyzing the Return on Ad Spend (ROAS). We have ROAS for clients that have ranged from 1 and all the way up to 7. That means for every $1 spent on the TV campaign, they have received $7 in gross revenue. However, attributing TV advertising directly to orders received through the call center and website poses a unique challenge. Thankfully, we’ve devised effective strategies to accurately track and attribute these orders to their respective sources.
Orders by dedicated 800 numbers.
Firstly, for orders routed through the call center, we implement a system of dedicated toll-free numbers for each network included in the TV advertising campaign. This means that each network is assigned a specific 800 or 888 number, allowing our sales team to pinpoint precisely which network generated the incoming call. This direct attribution provides invaluable insights into the effectiveness of each network’s advertising efforts.
Orders by dedicated Promo Codes.
In addition to dedicated phone numbers, we employ promo codes as an additional tracking mechanism. These unique promo codes, distinct for each network, are featured prominently in the TV ads. Customers are prompted to mention the promo code when placing their orders, whether through the call center or on the website. This dual-tracking approach ensures that we can accurately attribute orders to their originating networks, facilitating comprehensive analysis of the campaign’s performance.
By leveraging dedicated phone numbers and promo codes, we can effectively attribute orders to specific networks, providing our clients with actionable insights into the ROI of their TV advertising investments. This meticulous tracking and attribution process not only enhances transparency and accountability but also enables informed decision-making for future advertising endeavors.
Orders taken through the website
Another vital aspect of assessing the success of a TV campaign involves analyzing website orders, particularly for companies that exclusively handle orders through their online platform. But you might wonder, how can we differentiate between orders originating from the website and those coming from other sources? It’s indeed a pertinent question, and we’ve got a sophisticated solution in place.
Enter the realm of third-party attribution companies. These specialized entities play a crucial role in analyzing website traffic patterns and correlating them with the timing of TV spot airings. Here’s how it works: these attribution companies meticulously monitor the flow of traffic on the website, tracking spikes in activity and identifying patterns that coincide with the broadcast times of TV spots.
By synchronizing the data from website traffic with the airing schedules of TV commercials, these attribution companies can pinpoint specific instances where increased website activity directly correlates with the broadcast of a TV spot. This correlation effectively tells us that the corresponding orders stemmed from the TV airing.
This method of attribution provides invaluable insights into the effectiveness of TV advertising in driving online conversions. By accurately tracking and attributing website orders to their originating TV spots, we gain a comprehensive understanding of the campaign’s impact and ROI.
In essence, through the seamless integration of data analytics and third-party attribution services, we can confidently determine the success of a TV campaign based on website orders, empowering our clients to make informed decisions and optimize their advertising strategies for maximum effectiveness.
So let's recap!
If you want to advertise on TV, there are a few steps to take:
- Produce an effective Direct-Response TV ad (we can help with that!)
- Ensure your website runs seamlessly from the home page to the checkout greeting.
- Hire us to conduct a 4-week online test (social media, YouTube, TikTok).
- Prepare a comprehensive media plan tailored to your objectives and target audience.
- Conduct a 2-week test to gauge the effectiveness of the TV advertising campaign.
Crawl... walk... RUN!
Upon the completion of the 2-week Television Test, we provide you with a comprehensive report detailing airings, phone calls, web visits, and orders attributed to the originating networks. Embracing a deliberate “crawl, walk, run” approach to advertising, we favor a gradual and methodical strategy development process.
Following the initial test period, we retain networks that exhibited strong performance while discontinuing those that underperformed. Subsequently, we embark on another 2-week testing phase, incorporating a selection of new networks. Should a test achieve a minimum ROAS of 2, we implement a 20% budget increase and proceed with the campaign.
Don’t hesitate – reach out to us today at 800-507-0159 for a call about TV advertising! We’re eager to help you kick off your television success.
Start your TV Advertising
Contact us to get a quote on producing a High-End Video
with Professional Actors, Motion Graphics and celebrities.
More To Explore
Ready to get a Video?
We can help! Fill out this form to receive a FREE quote on creating a video.
Subscribe To Our Newsletter
Get updates and learn from the best
