3 ms·

How is the ROI or whatever the TV equivalent of click through rates measured for TV commercials? Is the measurement different between ads that focus on selling

How is the ROI or whatever the TV equivalent of click through rates measured for TV commercials? Is the measurement different between ads that focus on selling something vs those that focus on maintaining brand awareness (like Coca Cola and the big car makers)?

dylan604 8y ago
That's what I've never understood. I'm in the camera department, so I'm just concerned with with acquiring the picture. I've chatted with some of the ad peeps on set, but they are mainly concerned with getting the spot produced. I've never properly chatted with the analytics folks. I'm assuming in the old days, it was Nielsen ratings. Today, I'd assume your digital cable box is providing all of the analytics ever needed. Still don't know how comparing eyeballs viewing an ad translates to people spending dollars in a store. I have had direct conversations with small market clients. The client hired a new agency, and that agency hired us to shoot the spots. The agency came up with a decent small market campaign. The next time it came time to shoot the next series of spots, the client mentioned the spike in business from the ads after they started airing. Yes, the agency also had radio and online campaign, but it was the TV ads that resulted in the spike in calls. ROI must be pretty good. In a single day shoot, we can shoot 6 spots for this client. They then air 1 spot per month. I'd imagine the smaller market clients can see a significant ROI vs mega-clients shooting brand awareness campaigns. If you've ever seen Mad Men and how they put agencies on annual retainers, then you'll get what I mean. The Madison Avenue crowd probably have tons of research, but that's so far out of my circles of interest.
- buboard 8y ago
  My theory is that all is faith-based. Because the amount spent on advertising is relatively small, advertisers are happy to spend whatever the publisher asks, and their management will still be happy. As long as both advertisers and publishers believe they provide value to each other (and they definitely do, they just don't know how much) the model is not questioned and everybody 's happy. Online banner advertising is often similar , with the major difference that there is a limited 24 hours in a day in which the TV budget gets allocated, while there are vastly more publishers on the web.

dylan604 8y ago

That's what I've never understood. I'm in the camera department, so I'm just concerned with with acquiring the picture. I've chatted with some of the ad peeps on set, but they are mainly concerned with getting the spot produced. I've never properly chatted with the analytics folks. I'm assuming in the old days, it was Nielsen ratings. Today, I'd assume your digital cable box is providing all of the analytics ever needed. Still don't know how comparing eyeballs viewing an ad translates to people spending dollars in a store. I have had direct conversations with small market clients. The client hired a new agency, and that agency hired us to shoot the spots. The agency came up with a decent small market campaign. The next time it came time to shoot the next series of spots, the client mentioned the spike in business from the ads after they started airing. Yes, the agency also had radio and online campaign, but it was the TV ads that resulted in the spike in calls. ROI must be pretty good. In a single day shoot, we can shoot 6 spots for this client. They then air 1 spot per month. I'd imagine the smaller market clients can see a significant ROI vs mega-clients shooting brand awareness campaigns. If you've ever seen Mad Men and how they put agencies on annual retainers, then you'll get what I mean. The Madison Avenue crowd probably have tons of research, but that's so far out of my circles of interest.

buboard 8y ago
My theory is that all is faith-based. Because the amount spent on advertising is relatively small, advertisers are happy to spend whatever the publisher asks, and their management will still be happy. As long as both advertisers and publishers believe they provide value to each other (and they definitely do, they just don't know how much) the model is not questioned and everybody 's happy. Online banner advertising is often similar , with the major difference that there is a limited 24 hours in a day in which the TV budget gets allocated, while there are vastly more publishers on the web.