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How to optimise TV advertising campaigns

July 2018

How to assess the effective value of television listings and correctly allocate advertising resources in the Web, Mobile and Second Screen era? Considering the extreme fragmentation of the channels (as well as of the supports) on which users enjoy the contents - and therefore advertising - optimising TV advertising campaigns actually means understanding which individuals - and not generically which audiences - are potentially or really interested in watching a broadcast program. The scope is to include promotions in spaces that allow messages to maximise their reach, considering the different situations of use and the roles of viewers in various contexts. This way they are induced to answer precise calls to action.



Optimising TV campaigns through data analysis


Today it is possible to identify these profiles with the analysis of the users' browsing data: reconciling the actions performed online with the areas of interest and the time spent on the various platform; profiles that are sufficiently precise are in fact reconstructed to allow media planners and marketing managers to know their interests, preferences, and habits concerning their media diet. This means focusing on the target, contextualising their experience, and planning optimised campaigns, distributed on the channels and at the most appropriate times and consistent with the propensity to listen to the brand proposition. An extremely valid approach, especially in an age in which the great broadcasting oligopolies have been jeopardised by a myriad of thematic offers addressed to specific segments of audience and consumers, or a broadcasting  that addresses specific niches of enthusiasts as well: the traditional high share logic (to which a great diffusion of the advertising message corresponds, at a theoretical level, even if not necessarily towards an interested public) is gradually moving towards the awareness that, when to lower numbers in terms of reach correspond more qualified contacts, the campaign can be said to be successful.



The Mediaset case


The Mediaset group has already touched the advantages of this approach: thanks to the support of Neodata, the broadcaster has started digital innovation with the scope of measuring in real time not only the television audience, but also the interaction of audiences with advertising content through the profiling of users equipped with Mediaset Premium or Smart TV decoders, based on specific commercial targets and new KPIs. A real Addressable TV, that is. A project launched in 2016 that already at the beginning of 2018 has led to having 2.8 million devices tracked and profiled in real time (subject to user consent, of course): the connected audience is then profiled by exploiting information such as geolocalisation, the brand and TV model or even the speed of the Internet connection, and the analysis is then refined by leveraging the socio-demographic features that are derived from the history of television consumption and processed in a more and more granular way through Machine Learning platforms. The data are then displayed on a dashboard that shows easily consultable indicators and that allows operators to plan tailored and, if desired, interactive campaigns.



Second Screen: watching TV with the smartphone in the hand


Second Screen is an increasingly widespread phenomenon: when watching television, we always have our smartphone, tablet, or laptop at hand (or actually in our hands). Whether it is to report or comment TV programs on social networks, searching for news or some in-depth analysis or even just to work, reply to emails or surf freely when there is an adv interruption, Second Screen was initially seen as a potential threat to the attention that the audience should be devoting to the primary screen. Luckily, it was quickly realised that Second Screen is a formidable opportunity not only to measure more accurately - and, if desired, in real time - the actual time viewers spend on the various broadcasters and the level of interest that stimulate the content, but also to prepare landing pages for the initiatives promoted off-line through the television. Communication campaigns can be made that consider the activities and online presence of viewers, engaging them with contents conveyed through television, advertising and stimulating them to delve into or set in motion viral mechanisms that help the message expand beyond the borders of the small screen. To all this the advantage of the measurability of the effectiveness of each initiative must be added: no longer thinking just in terms of reach, but also in terms of impressions, it is possible to estimate the extent of the campaigns, the answer that can be obtained and especially the return on investments in a much more precise way than with traditional systems.