In this week’s episode of The Video Marketing Show, Phil and Judith were joined my Selena Higgins-McCarron from Sky AdSmart and David Geary from Tank Top Media to discuss how simple TV advertising can be. If you have been considering advertising on television but think it may be out of your reach due to budget constraints, this episode is one to watch. You can watch the full episode via the link above or listen to the podcast below.
Welcome to the Ark Media Video Marketing Show
Phil: Hi I’m Phil Arkinstall and welcome to the Video Marketing Show. Today I’m joined by Judith Hutchinson our head of Marketing, and we’ve got two special guests today. So, they are…
David: Hi I’m David Geary, Tank Top Media, Media planning and buying agency based here in Birmingham.
Selena: Hi and I’m Selena Higgins-McCarron, I’m sales controller for Sky AdSmart for the West Midlands and East of England.
Judith: So, we’re here today to talk about all things advertising on television. We’ve asked out clients and contacts if they’ve got any questions for our guests, so we’re going to kick off with question number one which is why is TV advertising a good idea? And when isn’t it a good idea? So, I think I’m gonna pass over to David to start with answering this question first.
David: When is TV advertising a good idea. TV advertising is a great idea for companies and brands, and it does a lot of different things, so Sky AdSmart for example is a great opportunity for brands and clients to target advertisers in a low entry cost way linear TV so ITV, Channel 4, mainstream TV, it it’s like the more expensive but does a different job. So yeah, has that answered the question?
Judith: I think so and also, I think people were asking when isn’t it a good idea and I know people come to you as a media buying agency to buy you know, across digital, print, outdoor as well as TV. What would you say, I guess when you would direct somebody to other than television advertising if that makes sense?
David: Yeah, I think TV does a job for clients, it depends on a particular brief that any client would give us and its evaluated as such as part of the overall media mix. But TV offers credibility, it offers targeted capability through Sky AdSmart. It offers kudos for clients as well when they’re seen on TV you know the saying ‘as seen on TV’ sounds far greater than ‘as seen on Facebook’.
Judith: Okay question number two. What are the differences and benefits of Sky TV AdSmart? Selena can I come to you to answer that question please.
Selena: Of course you can, hi Judith. So yeah, I mean AdSmart from Sky is a new way that allows advertisers of all shapes and all sizes to advertise on TV and advertise from a really small price point as well. Because the platform advertises only to the audience you pick it means that entry level costs are from as little as £3000 but you cherry pick the households that matter to you and land the advert to them only so there’s no wastage and you’re just directing people to, directing to the households that you want to.
Judith: So that’s quite a powerful thing for marketers to know that you’ve got a minimum spend of £3000 and that £3000 is only gonna be spent getting to the people that you definitely want to get to.
Selena: Absolutely, so AdSmart from Sky it marries the big screen capability of a linear TV campaign because the quality of the programme that your advert goes out in is immense but it offers the benefits of a digital campaign so it allows you to essentially cherry pick those audiences, so whether that is a household demographic, whether that is experian mosaics or even you know we can target type of cars that people drive but because we segment the audience in a really targeted way it just means that you buy those households rather than a broad stroke brush approach when you do a linear TV campaign and that’s the main difference really.
Judith: Okay thank you. Next question, what’s the process of getting a TV advert produced and on air? I’m gonna come to you Phil to answer this question.
Phil: Yeah sure so there’s a couple of different stages when you’re producing an advert. There’s the creative stage so that’s coming up with the idea and the storyboarding and getting that all into the shape to make the final piece of work but you have to go through certain different compliance sort of areas as well, so everything that goes out on television has to go through Clearcast where they will look at the script in the first instance, they’ll feedback on any changes they expect you to make but they also ask for substantiations as well. So, then you would have the actual process of making the advert so the production of, the editing, potentially recording a voiceover, adding music, visual effects, graphics, call to action at the end of the advert. Then it would go back off to Clearcast for the approval of the final film and then beyond that you would then use a service to actually deliver the file to the broadcaster. And that’s where it’ll go through its technical processes so that’ll be checking the visuals are all okay, things like it’s been checked for epilepsy in the sense of is there too many flashes within the sort of time frames and there’s different checks that they make to make sure that it hits a really high quality standard and that’s based on the visual side and on the audio as well so they’ll check that the sound levels are consistent, this is so that one advert isn’t louder than all of the others, so there’s a sort of level playing field there. And then that would then go to the broadcaster, they would slot it into the slots that a media buyer like David would purchase in the first instance and then you would have your transmission run for however long that may be.
Judith: So Phil would it be fair to say that when you’re working with and I’m gonna get a plug in here for Ark but when you’re working with Ark Media for example as your production company, we would deal with all of the Clearcast everything such as that, it’s a case of briefing us, we produce the video and we make sure it gets on air.
Judith: Okay so next question moving swiftly on. What types of businesses could and should consider advertising on TV? David from Tank Top I’m coming to you.
David: I think with the low entry cost of certainly Sky AdSmart I think it opens the door to all, a lot more businesses, all businesses I was going to say but a lot of businesses now that might have considered to be local even local spending types of companies you could consider Sky AdSmart and I think that’s the important thing now is the capability of avoiding wastage out of area wastage, if you’re local area marketing is as such that you only are talking to a certain town or an audience in a certain part of the country you’re able to do that new thing Sky AdSmart in a in a really targeted, efficient that’s the important bit I think is efficiency, if you can target them in an efficient way it works it works very well for pretty much anyone who’s advertising at the moment really.
Judith: Okay so next question, how do you measure performance especially compared to linear TV? Selena can I come to you first please?
Selena: So with AdSmart because of the technology within the platform we have a really robust metrics of measuring the campaign when its gone to air so because you’re buying it on a household basis once we’ve identified those households we insure that their ads are played at generally across say a 4 week campaign you’d look at getting around 7 ads to go out across that 4 week period so that is a household times by the amount of views gives the amount of impressions or the amount of ads that serve to that particular, that part of that campaign I should say so during the campaign we give a report to the media buying agency or the client which explains how that campaigns delivering so the impressions what days they’ve been going out, you know how the frequency is building, and then at the end of the campaign you get a full report which kind of brings into context all of those deliverables across that campaign so what happens is a lot of clients will look at that report and marry that to their google analytics and then generally you’ll be able to see that if I’ve had 10,000 ads say delivered on a Tuesday obviously they’ve had an uplift on my google analytics then hey this has obviously had an impact so that’s kind of the entry level reporting that we do as part of this but you know for slightly bigger campaigns we can offer with a data sharing agreement we can even map back as far as identifying which house was delivered that ad and you know did that house go and purchase and we’ve got some web attribution pieces that are coming through now so we can even map when the household has seen, has it gone onto that website, did it perform an action so I think you know the capabilities and the sophistication of AdSmart just really elevates the reasons why it should be on more peoples marketing strategy because it is that big screen, in your face, its delivering the trusted brand awareness like David said but its telling you exactly what happened afterwards and the action points that are delivered so yeah. Powerful stuff.
Judith: Yeah it’s a marketers dream to be so targeted and you know sort of have that the measurements there to be able to show the ROI.
Selena: Definitely, it really really is and you know I think the proof in the pudding is that as well we’ve had since launch of AdSmart we’ve had £2,400 companies that have taken a campaign with us and (erm) 75% sorry over 70% have come back to rebook and there’s nothing more powerful than that because clearly if it doesn’t work it’s not something that people will invest their marketing spend in again but we are seeing those repeat businesses, we are seeing those companies come back because they are seeing the benefit and the ROI to those campaigns as well so it’s great and one other thing to kind of land as well is that with AdSmart you only get charged as an impression if 75% of that ad is viewed so you have to watch 22 seconds of the ad before skipping or changing channel before that’s charged as an impression so again it just gives marketeers comfort that your ad is seen and its seen through to a point that that message is landing with that consumer so all good.
Judith: One question left. So, what is the minimum spend but I think we’ve already covered that.
Selena: It all depends on your target audience, the geographical area you want to target because you know with AdSmart we can literally target drop a pin and do a radius around a map or we can target by postcode, by local authority areas so it all depends on scale it depends on you know what exactly you want to achieve with that campaign.
Phil: So, David and Selena thank you very much for joining us today it’s been really insightful to find out more about what you do and how businesses can potentially use the power of television advertising. Thanks very much for joining us for this episode of the video marketing show and hope to see you again soon.