3 ms·

The ROI on TV ad spend is practically incalculable so is it any surprise that advertisers would rather invest in channels where (almost) all spend is trackable?

walshemj 9y ago
Brand and also for self promation doing a major tv add like say the John Lewis xmass one or the Merkats and coming up with the concept for a major advert "go to work on an egg", I actually vaguely know the guy that came up with that one. This all looks very good on a markeing persons CV "simples"
george_morgan 9y ago
It's not surprising, but it is naive. There is very little marketing training or institutional knowledge (particularly in the tech sector) which leads to a natural bias to what is easiest to measure. Typically the stuff we would find easiest to measure has been called 'direct response' marketing, which is just one subset of marketing communications. Any credible marketer will be creating plans that balance both short term and long term advertising effects. The most up to date research on this: http://www.ipa.co.uk/page/The-Long-and-the-Short-of-It-publication#.Wo63ra5l-M8 http://www.ipa.co.uk/page/The-Long-and-the-Short-of-It-publi...
busterarm 9y ago
That's not exactly true. TV attribution is actually getting very good these days, especially if you're equipped with a large pool of phone numbers/coupon-codes and a way to segment those numbers/codes in your ads. TV advertising isn't exactly "dying" either. Personal injury law firms are actually finding TV advertising _more_ effective in this climate and are spending more money in it, filling the void left by other advertisers. That's even as they're increasing their digital ad spend. (NB: Until recently, I worked in AdTech/MarTech for a large personal injury law firm.)
- madengr 9y ago
  Why? If you are injured you are probably stuck at home watching TV (or hospital TV with basic channels)?
- SnowingXIV 9y ago
  Yep, I'm seeing a lot of my competitors running these more often now. I work a few with law firms primarily handling development and online advertising/marketing. I've done print as well, but been dying to get into making tv and radio commercials as the clients have requested it. I struggle because for the ad buy itself is hard to find someone good to work with. It's a bunch of middle-men. Everything is segmented. I also really dislike the lack of hard figures and live data so it's difficult to give up that control. Not to mention the commitment seems to be quite expensive. I can spend a few grand on Adwords and then turn it off the next month if I really needed to. It'll be amazing when I can make produce commercials and upload them to a platform that then airs on cable TV reporting back statistics.
  - busterarm 9y ago
    You not only have to build your own attribution pipeline on the web & call side, but you need to pay for both Nielsen reports and Google Attribution 360. Basically you need to either be a large company or an agency with clients that have deep pockets. We had to hire a fulltime TV buying person who had experience working with all of the relevant parties in our market. Our yearly ad spend, all totaled, was somewhere around $100mil/yr.
    - SnowingXIV 9y ago
      Yikes, yeah that's the thing. That's so beyond any of my clients budgets. I've been pushing to do other things including billboards since I spend a majority of my time these days working on online advertising and seo which has had a wonderful ROI (putting the time in to get proper conversion tracking and funnels has been a treat) and keeping doors open but I want to take it to the next level for both personal growth and peeling back the curtain. Plus, video production is something I did in the past so doing more of that could be exciting even if it's bland lawyer commercials for Judge Judy. $100mil/yr is a dream. Definitely get a sense of jealousy when I see other firms showing up on TV.
      - busterarm 9y ago
        The model seems to be to land some whale client who will pay you enough to get it and then you use it for all of your clients. That will work for Nielsen ($100k/yr!) but likely not for Google.

walshemj 9y ago

Brand and also for self promation doing a major tv add like say the John Lewis xmass one or the Merkats and coming up with the concept for a major advert "go to work on an egg", I actually vaguely know the guy that came up with that one. This all looks very good on a markeing persons CV "simples"

george_morgan 9y ago

It's not surprising, but it is naive. There is very little marketing training or institutional knowledge (particularly in the tech sector) which leads to a natural bias to what is easiest to measure. Typically the stuff we would find easiest to measure has been called 'direct response' marketing, which is just one subset of marketing communications. Any credible marketer will be creating plans that balance both short term and long term advertising effects. The most up to date research on this: http://www.ipa.co.uk/page/The-Long-and-the-Short-of-It-publication#.Wo63ra5l-M8 http://www.ipa.co.uk/page/The-Long-and-the-Short-of-It-publi...

busterarm 9y ago

That's not exactly true. TV attribution is actually getting very good these days, especially if you're equipped with a large pool of phone numbers/coupon-codes and a way to segment those numbers/codes in your ads. TV advertising isn't exactly "dying" either. Personal injury law firms are actually finding TV advertising _more_ effective in this climate and are spending more money in it, filling the void left by other advertisers. That's even as they're increasing their digital ad spend. (NB: Until recently, I worked in AdTech/MarTech for a large personal injury law firm.)

madengr 9y ago
Why? If you are injured you are probably stuck at home watching TV (or hospital TV with basic channels)?
SnowingXIV 9y ago
Yep, I'm seeing a lot of my competitors running these more often now. I work a few with law firms primarily handling development and online advertising/marketing. I've done print as well, but been dying to get into making tv and radio commercials as the clients have requested it. I struggle because for the ad buy itself is hard to find someone good to work with. It's a bunch of middle-men. Everything is segmented. I also really dislike the lack of hard figures and live data so it's difficult to give up that control. Not to mention the commitment seems to be quite expensive. I can spend a few grand on Adwords and then turn it off the next month if I really needed to. It'll be amazing when I can make produce commercials and upload them to a platform that then airs on cable TV reporting back statistics.
- busterarm 9y ago
  You not only have to build your own attribution pipeline on the web & call side, but you need to pay for both Nielsen reports and Google Attribution 360. Basically you need to either be a large company or an agency with clients that have deep pockets. We had to hire a fulltime TV buying person who had experience working with all of the relevant parties in our market. Our yearly ad spend, all totaled, was somewhere around $100mil/yr.
  - SnowingXIV 9y ago
    Yikes, yeah that's the thing. That's so beyond any of my clients budgets. I've been pushing to do other things including billboards since I spend a majority of my time these days working on online advertising and seo which has had a wonderful ROI (putting the time in to get proper conversion tracking and funnels has been a treat) and keeping doors open but I want to take it to the next level for both personal growth and peeling back the curtain. Plus, video production is something I did in the past so doing more of that could be exciting even if it's bland lawyer commercials for Judge Judy. $100mil/yr is a dream. Definitely get a sense of jealousy when I see other firms showing up on TV.
    - busterarm 9y ago
      The model seems to be to land some whale client who will pay you enough to get it and then you use it for all of your clients. That will work for Nielsen ($100k/yr!) but likely not for Google.