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Planning TV on a Shoestring

Planning TV on a Shoestring. Zoe Fuller, Thinkbox. Agenda. 01. 02. Don’t be limited by budget. Tips for making budgets go further. 03. Some other things to think about. There are lots of ways of getting your brand on to TV. Sponsorship Advertiser Funded Programming Product Placement

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Planning TV on a Shoestring

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  1. Planning TV on a Shoestring Zoe Fuller, Thinkbox

  2. Agenda 01 02 Don’t be limited by budget Tips for making budgets go further 03 Some other things to think about

  3. There are lots of ways of getting your brand on to TV Sponsorship Advertiser Funded Programming Product Placement VOD Ad formats Tactical advertising Event break Themed break Contextual advertising Second screen

  4. TV’s myriad of exciting opportunities is available • to all budgets

  5. Sponsorship & Promotion Results Kelloggs Mini Max Create engaging content for kids Introduce new tagline ‘Bring on School’ Drive sales Fully integrated package Sponsored Breakfast Block on Boomerang Competition on Boomerang and Cartoon Network Channel sponsorship ident Mini Max Microsite Year long campaign for under £250,000 15,000 kids entered competition 6 minutes on site Econometric modelling to analyse impact of campaign £3.25 ROI

  6. Sponsorship + Second Screen Girls Aloud Christmas Special Keen to improve brand loyalty and associated trust Wanted to generate talkability amongst 16 – 34 women Desired brand awareness, fame, credibility, excitement Budget c. £60,000 Sponsored prime time show Sponsored Shazam mobile stream Link to site to use discount voucher Integrated into dual screen experience

  7. Sponsorship + Second Screen Advertiser’s opinion Results for BeautyBay.com Website visits up 235% week on week Sales increased by 48% year on year 10% redeemed voucher 60% interacted through Shazam tag 20% of sales derived via Shazam tag “It was great to have our brand that we love be seen by new potential customers within our target market and respond positively to the creative and relevance of the sponsorship.” Hollie Copeland, Head of Customer Acquisition

  8. Product placement Ministry of Sound The Only Way is Marbs New album – Marbella Sessions Wanted relevant, popular environment Had budget of less than £100,000 PP in 2 special episodes of TOWIE Cast at launch party, music & branding in programme Cast used sponsored tweets Album went to no. 1 in download chart

  9. VOD Ad Format – Ad Pause Tetley – paused for a cuppa New proposition - Make time, make Tetley First ever Ad Pause when consumers paused 4oD Ad on screen until viewer resumed or exited 3 month partnership with 4oD Relevant programming Click through to Facebook page Increase in engagement

  10. VOD Ad Format – Ad Pause Results Delivered 2.2m pauses c. 23,000 clicks to Facebook page – a 66% uplift 1.04% CTR Advertiser’s opinion “Although Tetley is a brand that is 175 years old, we are constantly seeking to embrace the newest technologies that enable us to market more insightfully and effectively to our consumers. Sponsoring the pausing of 4oD was a perfect opportunity to prompt viewers to pop the kettle on and enjoy a refreshing cup of Tetley tea.” Amy Holdsworth, UK Marketing Director, Tata Global Beverages

  11. Tactical advertising Radio Times Olympics issue Don’t miss it Bumper edition priced at £2 (normally £1.40) Budget under £100,000 Shelf life one week 10 second spot Bought spots in 5 of top ten programmes Piggy-backed Paralympics ad .

  12. Tactical advertising Results Advertiser’s opinion Sold 990k copies - up 185k on target Highest selling issue ROI of 1.14 : 1 Went on to support Christmas issue on TV “The Radio Times Olympics issue was nothing short of a triumph and goes to show the power of TV advertising in communicating a smart but simple tactical message.” Zoe Helme, Associate Publisher

  13. Event break Ann Summers 2 minute catwalk-style ad Results New to TV advertiser needed to be unique and impactful Wanted to raise awareness pre Christmas Had budget of less than £250,000 10 second teaser ad VOD campaign Licensing deal Uplift of 51% of a featured product Worldwide trending on Twitter High engagement internally

  14. Themed break Cineworld Aligned with distributor’s trailer Results New to TV advertiser Increase share of admissions Drive ticket price volume Limited budget Tagged Twilight: Breaking Dawn Call to action for Cineworld Perfect synergy Top and tail amplification 20% increase in search 1% increase in market share – best ever Extra 124,000 in admissions £320,000 ROI

  15. Tips for making the most of a limited budget

  16. 1. Concentrate your efforts In one region At a specific time of day Tight target audience

  17. Campaigns can be regionally targeted on 3 channels Five Ulster Five Scotland Five North Five PNET Five London Scotland Ulster Border Tyne Tees Granada Yorkshire Wales & West Central Anglia Westcountry Meridian London Channel 4 Scotland Channel 4 Ulster Channel 4 North Channel 4 Midlands Channel 4 South Channel 4 London Source: BARB

  18. Different regions have different costs Tyne Tees People here watch more TV than average but the airtime in this region is less demanded London People who live in London watch less TV than average however there is a higher demand for the airtime Source: BARB

  19. Advertising in Tyne Tees region Tyne Tees Package of airtime for £4,231 Potential for 84% reach of adults in one week “In the first 20 minutes, we had 2 telephone enquiries and a website enquiry, plus another sign up for the newsletter and then there are the Facebook comments…I would highly recommend TV advertising to anyone regardless of how big or small. “ Karen Martin, Marketing Manager, The Smile Spa Source: BARB

  20. Regional brand using TV for the first time London Midland ITV Central West Objectives: increase short term sales establish brand as THE local rail operator prove the value of marketing investment Challenges: tight geography limited budget of less than £200k Bought 476m TVRs over 4 weeks Felt like a big brand Reached 65% of adults in key region

  21. Regional brand using TV for the first time Results Advertiser’s opinion 85% new registrations £5.50 ROI Up 38% v 3 previous years “Convincing our Board that TV advertising was right for us in an age of austerity was a huge challenge, so being able to report back a 100% increase in sales was a great feeling! The impressive level of targeting that is possible with TV really complements the regional bias of our network.” David Whitley, London Midland Marketing Director

  22. Regional brand - Lovestruck.com Challenges Partnership with Channel 4 Targeting upmarket professionals in London Needed standout in a competitive market Limited budget of less than £120,000 Airtime concentrated around key dating season Specific C4 only promotion – with C4 code for evaluation Used C4 continuity voice over artist Bespoke C4 landing page online and on mobile

  23. Regional brand - Lovestruck.com Advertiser’s opinion Results Increase of 20% in website visits 128% increase in registrations Subscriptions up 42% ROI £1.42 : £1 “We are delighted with the creative and innovative approach from adconnection.” Brett Harding, Managing Director, Lovestruck “This gave us real standout in a crowded market and the shared content ownership and solus c4 partnership enabled us to standout and deliver breakthrough ROI” Catherine Becker, CEO, adconnection

  24. Regional advertising via Sky Ad Smart New opportunity for regional advertising Sky channels only Tight targeting

  25. Focus on a specific time of day Make campaign appear bigger Good SOV in timeband Reach target audience

  26. Focus on a specific time of day Bensons for Beds Sponsored Sleep Week on Daybreak Focus on breakfast time Had a good night’s sleep? Mums main purchaser of household items Bumpers associated brand with Sleep Week Added first in break spots Ownership of dedicated section online Under £100,000

  27. Focus on a tight target audience Highly targeted programming Specific message to key audience Big campaign to small group

  28. Tight target audience Targeting cyclists AFP – TroisEtapes SRAM - specialist cycling company Part funded series on Channel 4 Less than £50,000 Competitive pro-am cycling race in French Alps Team cycling akin to Tour de Trance Precise targeting of core audience

  29. 2. Getting more for your money Time length Daypart Time of year

  30. Pricing varies hugely by month Source: ITV Rev/BARB Impacts/All Adults

  31. 3. Investigate incentives Discounted price Help with creative Different business models

  32. Help with creative Top to Toe Advertiser comment New to TV advertiser Ad made by Boomerang/Cartoon Network Production + media for under £50k "Working with Turner on this commercial was a pleasure and even painful elements that one might expect to experience in any such project were overcome without fuss and with strong viable solutions, providing a final outcome of exceptional quality and value for money; moreover that we were extremely proud to air!" Karen Nunn – Marketing Consultant

  33. Different business models Sky’s Shared Reward Scheme Benefits to Advertiser Aimed at new to TV/lapsed TV advertisers Only half paid upfront 50:50 margin split Campaign optimised and monitored Low upfront costs Minimal risk Outlay determined by success Measurable effects

  34. Different business models American Golf Effective 2009 – one campaign 2010 – 6 campaigns 2011 – 11 campaigns 2012 – 16 campaigns 17% sales growth £11.9m extra sales from TV ads 272% profit growth (EBITDA)

  35. Other things to think about

  36. Other things to think about Capture the effect Ensure creative integration How to drive fame

  37. Summary Don’t let a limited budget limit your scope Concentrate your efforts Be integrated TV most effective medium

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