This is truly a golden age for TV…and for TV advertising. Over roughly the last decade, there has been more innovation in how advertisers use television than at any other point in history. Only now are some of the most exciting developments coming fully into focus.
One of the most intriguing marketing developments of 2015 is the rapid rise of a new broadcast-scale video platform for advertisers. No – I’m not talking about YouTube, Hulu, Amazon Prime or Netflix. I’m talking about Snapchat.
I’m sure at this point, many are raising an eyebrow at this claim. After all, Snapchat had inauspicious beginnings. For those who don’t know the service, it was conceived in 2011 by a group of Stanford undergrads as a way for them to “safely” send risqué pictures and messages to other users. The service automatically deleted the content after a brief period of time – so Snapchat users felt reasonably secure that their images and words wouldn’t wind up online for the public to view forever.
Over time, the service evolved into a bona-fide content delivery system. By 2012 – about 18 months after it was founded – Snapchat was growing exponentially, and outlining plans to expand into video sharing and content monetization. Huge investments from the capital community and even Alibaba.com followed, which further legitimized the company. High profile Silicon Valley executives were brought in to manage the growth and plot its future.
This year, Snapchat opened up its “Discover” series to advertisers. To say that the response has been tremendous is to put it mildly. Right now, ads are reportedly being sold at astronomical CPMs of $100 or more. That’s not just higher than most other online video ad products, that’s more than double what some video ad products can charge, and many times more than publishers can command for banner ads.
While this video product is wildly overpriced right now, just as Hulu was when it first started selling ad inventory, Snapchat is able to incite such a fever with advertisers because it is delivering something that no other online video platform can claim: broadcast scale.
Consider the most popular telecasts from broadcast and cable TV. In the top tier, you’re typically looking at an average of 15–23 million viewers. Last year, if you were willing to pay up for, say, “NCIS,” the show got you more than 20 million viewers on average. That delivery obliterates any view total you’d be able to get for your ads on a streaming site such as Hulu or another publisher.
But now, by advertising on Snapchat’s largest reach “programs,” marketers can hit the same number of viewers as they would by running on the highest rated TV programs. They might even be able to reach more – especially if they’re targeting the 18-24 age group. For years, it’s been all about smaller niches and precise targeting. But now, we are seeing the possibilities of scale and mass reach in video. And importantly, firms are starting to lean into that expanded role.
This will all continue. It may even speed up. Snapchat has already demonstrated that different story types – big news items, cultural movements and sporting events – can all drive massive viewership. And over time I’d think that delivery may actually grow. Snapchat certainly isn’t alone in its ambition. Surely Amazon and Netflix are looking at the success here and planning their own strategies to deliver content on this scale. Facebook and Apple likely aren’t far behind, either.
For advertisers, it is truly an exciting time. And as a TV advertiser, we at Eicoff continue to look at all avenues that can deliver results for our clients. So while it may not be right for many clients and their goals, Snapchat - with its TV-size reach - is definitely worth a look.
At this year’s SXSW festival, Netflix took a bold stance on defining the value of traditional demographics in guiding marketing strategy. After several years of testing and learning, Netflix has determined this user demographic data (age, gender, geography) is “almost useless”.
Todd Yellin, VP/Product Innovation went so far as to call big data “a mountain of excrement. With little pieces of gold buried in there.” He also poked some holes in the tried and true practice of seeking consumer input via surveys and ratings. “Explicitly telling us what you like…doesn’t work. People pretend.”
Netflix isn’t completely dismissing customer feedback or demographic targeting. But they have reset their priorities into a hierarchy of data points to optimize their marketing strategy. Yes, it includes a demographic layer. But it relies more heavily on testing, monitoring what subscribers do, and understanding why they did it.
These opinions aren’t groundbreaking to DRTV marketers. We have lived by a different set of rules for decades. Our campaigns have always been optimized based on actions taken. How many consumers picked up the phone to request information? How many went online to place an order? And what did it cost for each of these actions?
Netflix has a wealth of data based on what subscribers view. And they answer the “why” by talking with their consumers regularly. These conversations are purposely indirect, however. Structured carefully to provide more truthful answers. Instead of “What do you think of our new user interface” they’ll ask “was it easy to find something great to watch?”
DRTV response provides a great platform for answering the “why” as well. And sophisticated DRTV advertisers use various data points to optimize the full campaign. The call center script provides an opportunity to glean information about the effectiveness of the commercial message. Tracking branded and non-branded search will yield key insight into how consumers talk about your product. And online behavior taken in response to your ad can answer questions about where you stand among your competition.
When you think about it, Netflix’s claim isn’t so bold after all. What is a better indicator of a consumer’s likelihood to purchase your product… who they are, or what they do?
Ask yourself, are you relying too heavily on database segmentation or a third party consumer profile to identify and communicate to consumer prospects? Are there opportunities to leverage existing consumer touch points to use behavior-based data as a means to optimize your marketing strategy?
In today’s world of increasing TV fragmentation, hitting the right consumer with the right message is becoming more difficult. Applying the practices of DRTV, and taking a cue from Netflix, could keep your marketing platform from becoming a House of Cards.
Recently I was lucky enough to attend an incredible 3-day corporate retreat. During which, I was reminded how taking a step away from the office and focusing on the bigger business picture can really make an impact.
The event was known as the “Family Reunion.” And it was hosted by Dan Gilbert, founder of Quicken Loans and owner of the Cleveland Cavaliers, as a way to bring together his large family of companies.
In line with Dan Gilbert’s unique approach to business, this was no common corporate retreat. The Family Reunion included over 100 companies and 400 attendees to network, collaborate and generate ideas at the Cleveland Convention Center. With the theme of “Anything is Possible", and through a mix of panel discussions, workshops, high-energy musical performances and powerful speakers, several key learnings emerged.
Here are 3 that I really took to heart.
1. Successful businesses nurture creativity and encourage innovation. Companies like Quicken Loans, Robb Report and Shinola all attribute much of their success to remaining innovative within their respective industries. All of them invest time and resources in creating an environment that seeks out and rewards new ideas.
Keynote Speaker Sir Ken Robinson, a leader in promoting creativity in our schools and businesses, shared that businesses, now more than ever, have to be creative in developing new products and services to remain competitive in a world of rapid change. But one idea is not enough; businesses need to develop cultures where creative thinking is routine.
2. “The best teachers are your mistakes.” Don’t be afraid of failure. Philippe Petit, French high-wire artist famous for his Twin Towers walk, believes that any new idea is a test that you will learn from, even if it fails. He spoke about the power of passion and tenacity to overcome your failures, attributes he has relied upon during his career as a high-wire artist.
I was reminded how well this translates to Performance Television advertising. Successful Eicoff clients understand that a test-and-learn strategy is critical to the growth of their TV campaigns as well as their businesses.
3. Anything is possible with perseverance, teamwork and collaboration. The Family Reunion event closed with speaker Amy Purdy, a world-class snowboarder, Dancing with the Stars finalist, author and motivational speaker, who spoke about how passion and courage helped her move forward after losing both of her legs and kidneys at age 19. She credited teamwork and creativity in successfully persuading the Winter Paralympic Games committee to include adaptive snowboarding for the first time in 2014, in which she won the bronze medal.
And to truly prove the point that anything is possible, the Family Reunion team published the ideas generated during our workshops into a physical book in less than 24 hours, complete with photos of participants.
So as you look at your business plans for this year, consider how these 3 insights might apply. And take it from me, don’t forget the power of stepping back.
- Ken Robinson, Out of Our Minds
- Amy Purdy, On My Own Two Feet
- Philipe Petit, Creativity: The Perfect Crime
Last October, an influential rock band was finally honored by their peers, albeit 15 years after they became eligible. KISS is now in the Rock and Roll Hall of Fame. Despite the fact that they revolutionized their industry, selling millions of records and concert tickets, the critics in charge of the Hall never liked them. What finally got them in was the belated inclusion of the fan vote, which was a landslide.
Now at this point, you might be asking: Is this a Rolling Stone article or an advertising blog? Or maybe you hate heavy metal bands, and think Lou Reed or The Clash are far more deserving Hall members. That’s fine. What this blog is really about is results, born of the collision of art and commerce. Just like in advertising.
Advertising was once broken into two worlds: “above the line” and “below the line”. The former tended to be more respected and critically acclaimed, the latter was where all the hard selling was done. It was in this environment that Eicoff began making direct response television. TV had been the most visible form of above the line advertising, so Eicoff’s approach was a new thing. And it connected with consumers.
An old CMO adage is “I know half of my marketing budget works, I just don’t know which half.” At Eicoff, this isn’t the case. After a predetermined test period, if we’re not moving the needle, a spot we spent 2-3 months working on will be pulled off the air. That's the unforgiving world of results. While our commercials are crafted with same quality as brand advertising, our goals are much different. We don’t always get a lot of critical attention, but our clients love us. We do great work and we get them results.
As you can tell, your humble author* has often been a fan of entities that weren’t necessarily critical darlings. But I became a fan because they moved me. KISS came to a local arena and put on a spectacular rock show for me, their fan. Eicoff taught me how to really sell a product. And a funny thing happened on the road to respectability. The world in general got more direct every year, because changing consumer (or fan) behavior demanded it. The lines are now gone, and the rest of the ad world often tries to act like Eicoff, with mixed results. But we’re doing just fine. And Kiss is now in the Rock and Roll Hall of Fame. Why?
U.S. Record Sales for Lou Reed: 800,000
U.S. Record Sales for The Clash: 7,500,000
U.S. Record Sales for KISS: 40,000,000
*The musical tastes of the author do not necessarily reflect those of Eicoff or its parent company Ogilvy.
Nearly ten years ago, baseball fans were introduced to a new concept in sports marketing, the "green screen" of rolling virtual ads behind home plate. Today, this advertising platform is really taking flight.
The Florida Marlins have lined their entire outfield with bright lime green walls, capable of showing stats, replays, movie clips, and of course TV commercials. And 17 NHL teams have brought this technology to their rink boards. After all, what’s better than watching someone get checked into your logo?
Director of Marketing for Skokie-based Jelmar, Adrienne Gibbons explains, "We are very excited for the opportunity to see the CLR logo during BlackHawks games. It also helps that the team is doing well and people are tuning in.”
For our clients, like CLR, the exposure doesn’t stop at just local airings. Their signage can be seen during any game featured as part of the NHL Center Ice package. This includes games viewed at bars & restaurants. Sponsors also benefit from any goals, fights or falls that make the highlight reels on local or national sports news.
Brendan Lewis of Comcast SportsNet Chicago adds, “The on-the-glass position really stands out for brands like CLR. And it not only enjoys the massive viewership that every Blackhawks home game garners; but the opportunity for additional visibility is a real bonus.”
Another technology-inspired breakthrough was implemented for the 2015 NHL All-Star game. For the first time, a player's sweater and the puck were outfitted with a microchip that sent stats to a control center and then to TV viewers. This application not only provides noteworthy data for coaches and fans, but it also introduces a considerable opportunity for sponsorship revenue. For example, "Puck Speed for that Goal is brought to you by Speedy Cash… Love that Speedy Cash."
Although our roots are in DRTV, we love any television or radio opportunity we can find to assist our client’s marketing efforts. Sponsorship and other added value are something with which we’ve seen real success. And putting brands on ice is definitely one of them.
In all the talk about devices that consumers have in hand while watching TV, we often forget the most common one: The Remote Control. Yep, the trusty, old remote. Luckily for DRTV marketers, Interactive TV is rapidly enhancing the power of this overlooked device.
Today over 85 million homes are equipped with some form of interactive TV. Dish, DirecTV, Comcast, TiVo, AT&T and others have all grown out a robust footprint of interactive TV homes. The technology enables consumers to respond to an offer, request a phone call, click to watch more content and even play games with their remote. And advertisers can take advantage of it all to drive incremental leads, sales and brand interaction.
At Eicoff, we recently tested these capabilities in a big way. Through the AT&T U-Verse system, we created a stand-alone TV channel for K12 Online Education. Simultaneously, while AT&T U-Verse subscribers were watching their favorite shows, we would air one of our K12 commercials. During that 30 or 60 second advertisement, a pop-up would appear and say, “If you’re interested in learning more about home-schooling curriculum, click OK for more information.” Once the viewer clicked OK, they were telescoped to our unique channel.
This channel then allowed viewers to really dig into what K12 offered. They could click on one option for detailed information about the products available, much like you would on a website. They could click on another and watch a longer ad or even a 30-minute infomercial. They could also request an information packet to be mailed to their home. Our prospective customers were not only guided to a place filled with useful information, but upon arrival they had control. They were transformed from passive viewers into active consumers, which is a huge step in any sales process. It all came together with the right messaging and configuration of content.
After six weeks on air, we were happy to see that this test was an overwhelming success. The cost per lead was about 50% LESS than the client’s overall DRTV campaign results. And there were close to 15,000 requests for information on a cable platform reaching only 6 Million Households. We were excited to discover another avenue to help our clients reach their goals.
Overall the growth of Interactive TV has been slower than many predicted. Today, however, the industry appears to be finally coming into its own. In addition to a large growth in scale, the technology of each platform continues to improve. The interaction is more streamlined, the options to engage with the consumer and drive response are all enhanced and more features are being added each quarter. As the technology expands we are actively testing which features drive the greatest ROI for our clients.
The great news is that all Interactive TV is highly measurable. You know how many people saw your Interactive Ad Unit, how long they engaged and how many responded, all on a very granular level. Interactive TV is proving to be a very strong tool to drive results. Immediate, measurable results. And just like the old remote control, that will never go out of style.
For more information about Interactive TV and emerging media, contact Matt Cote at Matt.Cote@eicoff or 312.527.7129
Whether your business is just starting out or is already well-established, advertising with Direct Response Television (DRTV) can be a smart way to grow your brand. From travel to finance to online retail, there are many industries that can benefit from using DRTV.
DRTV advertising provides the ability to bring your message to a large amount of customers and directly invite them to take action. It also enables you to measure the success of each ad based on response. It’s as close as you’re going to get to receiving instant gratification in advertising.
Of course, not all DRTV is created equally. There are distinct tactics you can use when putting together a DRTV campaign in order to have a significant impact on the growth of your business. Here are some of our top suggestions.
Define Clear Objectives. Pinpoint your specific objectives for the DRTV advertisement. Do you want to drive customers online to your website where you can obtain more information and build your customer database? Are you looking to increase awareness and obtain donations for an important cause? Do you want to generate sales of your product or service?
When you’re clear on the objectives and end goal of the DRTV campaign, it will be focused and much more likely to produce the desired results.
Demonstrate Value. In order to grab the attention of viewers, DRTV needs to demonstrate the value of the product or service. How will it help them? How will their lives be improved if they purchase this product? If they aren’t convinced they need the product in the first place, what sets yours apart from others on the market won’t make much of a difference.
Also, adding too much fluff and entertainment, without selling benefits, may interest viewers enough to watch, but won’t get them to take the desired action. And persuading viewers to do something is the entire goal of DRTV.
Strong Call-to-Action. A call-to-action is a key component of any powerful and effective DRTV commercial. No matter how creative and enticing a DRTV ad may be, if there isn’t a strong call-to-action, response will suffer. The call-to-action should clearly guide the viewer on what action she should take. It can help to include a special offer, a sense of urgency or a tangible item like a free information kit. Without these elements, you’ll end up with a weak call-to-action and a poor response.
Create and Foster Communication. Be sure to have a way to obtain contact information for those who respond to the DRTV ad. The information requested should be quick and convenient for people to provide, such as an email address. If you’re selling a product or service, this will be extremely important since not everyone who makes the call or visits your website will make a purchase – though that is the ideal scenario and what your ad should try to accomplish.
Having a way to contact prospective customers enables you to keep in touch, informing them about business updates and new offers, until they are ready to do business with you. This ongoing communication is an important key to growing your business over time.
A well-crafted DRTV commercial that includes these elements can greatly impact the growth of your business by establishing a strong customer base, driving sales, and building brand awareness.
Contact us to discuss how DRTV advertising can help grow your business.
One of the joys of the creative process is that it's so wide open; there are as many different methods of channeling creativity as there are creative people. In the business of advertising, however, while the process is important, it's the output that gets all the attention. There are marketing objectives to meet. Mandatory messages to incorporate. Communication tracking goals to deal with. And so on.
When it comes to Performance Television and Direct Response Television (DRTV), the metrics just get more challenging. Clients expect to see tangible results, in the form of phone or web activity, qualified leads, sales, etc., and they expect to see them, like yesterday.
With this kind of accountability, Performance Television creative has to meet different standards. Here are four key considerations for successful results.
1. Identify the audience. Any good advertising embraces a well-defined target audience. Given that the goal of DRTV isn't to entertain, but to inform and educate (not to mention motivate), signaling the audience right out of the gate - essentially letting viewers know who we're talking to - helps insure they'll stick around. In some cases this can be a simple, direct statement, especially if there are qualifying characteristics, like being Medicare age or part of a very specific group. You can also identify viewers who fall into a relevant interest group, like foodies or video game enthusiasts.
2. Communicate with Clarity. This is an exceedingly simple concept that's surprisingly hard to execute: clear communication of specific benefits and features. Writers: resist the temptation to show off your poetic chops and/or your extensive vocabulary. Art Directors: make sure visuals support the strategy. Clients: make sure everything you're mandating for the copy comes from a consumer perspective. Even if you've spent years and a bunch of money to develop some kind of space-age ingredient or cool technology, if it doesn't matter to the consumer, don't put it in your commercial.
3. Create Value. Great brand advertising generates a strong emotional connection with its audience. This alone, however, doesn't lend itself to inciting consumers to take action. Performance Television is charged with motivating the viewer to do something - call, go online, text for more information, watch a demonstration video - and the sooner, the better. At some point, you're going to ask your viewer to take some of her valuable time to respond to your ad. There has to be enough value in what you're offering to make it worth her while. This means a little less character/plot, and a little more (okay, a lot more) substance. Remember: it's one thing to get someone to feel something. It's another thing to get someone to do something.
4. Sell...but never at the expense of the brand. Sometimes it seems like everyone's forgotten the reason advertising was invented: to sell something. Effective Performance Television is not shy about selling. Importantly, this doesn't mean yelling, schilling or wheedling. It means providing substantive information to the prospective consumer, and then clearly asking them to consider closing the deal - all without compromising the valuable equities of the brand. (Anyone who tells you a key pillar of their brand character is that "it doesn't sell," might be trying to sell you something else altogether.)
Four considerations to keep in mind as you think about an investment in Performance Television. The beauty is, these are not prescriptive rules, but rather criteria for success. Work with a team who has done this before. Because as straightforward as it seems, there is an art to it.
While Direct Response Television (DRTV) isn’t a perfect fit for every product or service, it has proven to be an extremely valuable marketing tool for many businesses. If you’re unsure about whether you should include DRTV in your content strategy, here are five reasons you may want to strongly consider giving it a try.
1) Drive New Customer Sales. By using DRTV as part of your content strategy, you’re likely to see a significant increase in sales activity from new customers. Research done by TiVo Research and Analytics (TRA) found TV to be more effective than digital media at driving sales from new customers.
It makes sense. DRTV reaches a large audience, exposing viewers who would not otherwise know about your products or services and wouldn’t search for you online. Existing customers, on the other hand, are familiar with your company and can easily go to your website to get what they need.
Plus, since DRTV gives viewers an immediate way to take action, new customer activity is gained in a much shorter amount of time than through other advertising methods.
2) Generate Qualified Leads. DRTV is being used more often by various types of businesses for purposes outside of making an immediate sale—for example, encouraging viewers to request a brochure to obtain more information. Viewers who request the brochure become qualified leads since they’ve taken the first step and expressed an interest in your company’s product or service.
3) Increase Traffic to Your Website. For most brands and companies, attracting more people to their website is a major objective. It’s also a challenge. DRTV commercials by nature motivate viewers to take action. Thus, they can be an incredibly effective way to drive more customers your way.
Through DRTV, viewers can be enticed to go online to learn more about your exciting new product, discover your company’s broader line of services, take advantage of an irresistible offer or all of the above.
4) Measure Performance. DRTV is extremely accountable, allowing you to measure the success of a your advertising campaign by tracking viewer responses. Performance measures can include:
- Number of website visits and time spent on site for each visit
- Amount of phone calls and length of each call
- Purchases made
- Information requests received
- Text message responses
Such detailed and useful feedback is a true selling point of DRTV as it allows companies to test and adjust DRTV advertisements as needed – known as optimizing – to meet their intended goals.
5) Build Brand Awareness. DRTV is also a great avenue to communicate your brand’s story in an inspiring way and for connecting with your audience on a deeper level. Demonstrating multiple compelling reasons to buy generates a more genuine interest in your brand. And that’s an important ingredient for earning repeat sales and building a loyal customer base.
DRTV can result in a large number of high quality leads, new customers and sales, in addition to other benefits. If you have a product or service that’s a good fit for this advertising medium, it could be worthwhile to make it a component of your overall content strategy.
Please feel free to contact us to see if your company can benefit from adding DRTV to your content strategy.
The relatively new world of programmatic buying on TV presents a new kind of challenge to advertisers and their agencies when it comes to figuring out the best way to use the platform for the biggest benefit.
The promise of programmatic TV – combining available data and the latest technology to reach a target audience that goes beyond age and gender – leads to a logical question:
Why wouldn’t every television advertiser want to use this platform to reach their key consumers on a more granular level? The easy answer to that question is “of course, they would.” However, it’s not as simple as just hitting the go button. Even with new programmatic vendors and technologies seemingly popping up every month, there isn’t a turnkey approach to success.
Many advertisers should be able to reap benefits from devoting a piece of their budget to programmatic TV. The challenge becomes finding the right combination of vendor/platform, custom target, and KPIs for evaluation. Testing a variety of combinations may be necessary, but these tests can be done quickly with minimal investment.
So as you look at programmatic TV, here’s some advice to consider:
1) Keep your objective clear. Is the test goal to drive increased conversion to sale by reaching a more targeted customer? To extend reach by utilizing networks and programs not included in the current media plan? To increase media efficiency against a specific segment of your target audience? Identifying the primary goal of the programmatic TV test should drive the decision about which vendor to use, since they all have differences in their approach and capabilities.
2) Be open to different approaches for building a custom target. There are many ways to skin a cat, and the myriad of data out there can provide multiple ways to define the target audience. Third party data (MRI, Experian, Acxiom, Nielsen, Kantar, Rentrak, to name a few) and an advertiser’s own first party customer data can be combined to create the custom target, which becomes the focus of the campaign. Testing more than one over the course of time will provide learning about how to use programmatic TV to build your business and complement your overall ad campaign. In fact, it may help identify new or unlikely consumer segments that will inform your overall marketing efforts.
3) Evaluate the test based on relevant results. Every programmatic vendor offers unique reporting and analysis – from basic calculation of incremental reach driven by the test to attribution modeling that endeavors to connect media weight to sales. Just as important as identifying the objective of a programmatic test is identifying the key metrics for evaluation. Direct response advertisers have an advantage in this regard because they can clearly observe not only direct sales, but whether the consumers responding to programmatic advertising are more qualified due to data targeting. But the bottom line for any advertiser is to not lose sight of the fact that a programmatic test needs to be held to the same standards as any other media vehicle: does it drive sales by reaching the right people with your message?
Data, automation and technology have made programmatic TV buying a reality that is predicted to become a larger part of the TV advertiser’s world in the coming years. Testing the platform now makes sense so you can learn how it can best be incorporated into your marketing efforts in the future.
For further definition of programmatic TV and its potential, here are a couple of articles to read: