Performance TV Prospecting

Select Your Goal

To start out a performance TV prospecting campaign, you should be clear about what you want to achieve from your video asset. This goal is separate from your video campaign’s success. Your performance TV video campaign may require optimizations according to your goal. These various optimizations will lead you to your desired goal. Top performance TV campaign goals include:

• ROAS for attracting traffic that will buy your product or avail your service.
• CPA for traffic and conversions at a higher rate.
• CPV for greater traffic for the least amount on your site.

Performance TV makes your goal possible because of the following two reasons:

1. It’s automated media purchasing technology.
2. It’s automated optimizations with a human touch.

Target Your Audience Wisely

Selecting your audience is one of the most important parts that determine the success of your performance TV prospecting ad campaign. You should have sound knowledge about how to target your audience.

To reach the maximum effort marketing, make sure to be as efficient as possible in targeting your audience to strive for the most conversions. You can find the audience of your choice with a higher TV reach and frequency. You can target your viewers based on their:

• Geographic location
• Purchase history
• Interests
• Demographics and many more

Strong Direct Response

There are two things that you must consider in your video assets for a prosperous performance TV prospecting commercial:

1. A Call-To-Action (CTA) to let your viewers know what they need to do.
2. A persistent URL to that your site to let your viewers know where to go to find you.

These will also increase your TV advertising effectiveness which will finally lead to a successful ad campaign.

Benefits of Performance TV Prospecting

• You attain your desired audience at your site.
• You gain high-intent viewers that are more likely to buy your product or avail of your service.
• You get your first-party target pool which can be used to tell you more about your audience.

TV performance metrics give an idea to the advertiser about the progress and success of the ad campaign. TV advertising metrics depend on many things, especially a performance TV prospecting ad spot or, in general, the reach of television or TV advertising effectiveness.

Linear TV Metrics

Linear TV metrics tell you more about the advancement of ad campaigns on traditional TVs. Many advertisers are now declining linear TV ad campaigns because of the following reasons:

• Decreased use of traditional TV which results in reduced ad viewers. 13% of the US population removed linear TVs from their homes.
• Linear TV ad campaigns are not based on targeted viewers.
• Advertisers are not able to measure the success or advancement of their ad campaigns.

CTV Metrics

With the advancement of time, there is increased use of the Internet and connected TV devices. There are many new features provided by connected TV advertisements so you should know about CTV metrics. The following are the two most important advantages of connected TV advertising:

• It selects the audience which will increase the probability of your product being sold.
• It scales the progress of your ad campaign.

As the use of the Internet is increasing with time, the CTV market is also rising day by day. Performance CTV is growing with a higher-than-expected figure. It is forecasted that CTV is one of the fastest-rising digital ad channels.

Much of the population is streaming content on connected TV devices. More than 85% of US households have at least 1 subscription. Maximum marketing efforts and advanced technology result in the success of connected TVs.

The Internet Era

Connected TV devices can have access to the Internet as compared to traditional TVs. As everyone is preferring devices that can be connected to the internet, connected TV device use is rising with time.

Advertisers Also Prefer Connected TV

Advertisers are diverting from cable advertising to connected TV advertising due to many reasons. Some of those reasons are given below:

• Connected TV advertising is more advanced and has more features than cable.
• There are more chances of the product being sold and tracked via connected TV advertising.
• Advertisers can track traffic on their sites via connected TV advertising.
• More advertisers are implementing connected tv advertising for their ad campaigns to compete with their opponents.
• Connected TV advertising campaigns are more viewer targeted, measurable, and optimizable via performance.

A successful ad campaign also depends on many factors other than TV reach or TV commercial ratings. Your ad campaign should not only reach the selected audience but also should be short, attractive, and to the point. Some of the connected TV advertising examples from Keynes Digital are as follows:

Gearing Up: Special Offer by Fanatics

It is the highest rating ad on Keynes Digital with a rating of 9.7. This is because the ad is concise with a length of 14s. The video quality is high and looks like it was made professionally.

TV commercial review found HERE.

Elevate by Tommy John

It has a rating of 8.5 on Keynes Digital. This ad is made very professionally and has very good quality content. The first few seconds of the ad are very attractive. It has a longer duration of 27s which resulted in its lower rating.

TV commercial review found HERE.