Television is the most powerful medium when it comes to changing an audience’s behaviour and perceptions.
While online continues to grow and revitalise all media channels, TV still remains the most effective way to directly target a specific audience and deliver a campaign’s message successfully.
The delivery of a cleverly executed and well-timed TV campaign can help to drive online response. Television supports campaigns across the different channels and helps to increase their effectiveness, driving online traffic and increasing unique visits, registrations and downloads.
It is worth noting that over the last 25 years, virtually all of the winners of IPA Gold Effectiveness Awards (including MC&C, which has won several times), have used TV as part of their communication plans, demonstrating television’s success and power in ROI.
Standing the test of time, Direct Response Television (DRTV) has been around for almost 40 years and is a proven medium for generating business that can be directly attributable to a media investment. This is even more the case when applying second-screen response technology to complement the traditional TV spot.
Television entertainment is still a huge source of social interaction and is great at amplifying brand saliency, which translates into profitable trading relationships.
Every TV spot should be treated as a media event. Each spot MC&C buys has a response/conversion target and as responses come in on a virtually real-time basis, we use our knowledge and relationships with the TV sales houses to optimise the activity, meaning we are able to allocate top-rate experts to micro-manage every aspect of the campaign.
TGI, which is one the largest consumer surveys in the world, asks thousands of questions about product and service usage, and links them with media consumption and statements relating to attitudes and values.
In addition, MC&C has been early adopters of IPA Touchpoints, which allows you to calculate the performance of integrated multimedia media schedules and is very insightful. IPA Touchpoints also allows us to understand peoples’ mind-sets and media behaviour over a 24-hour period, so we know exactly whom we are targeting and, as you would expect, we subscribe to Commscore and Addynamics.
MC&C has also developed a spot-matching system called ART, which through an algorithm is able to calculate the online uplift generated by each TV spot.
Responses regularly treble in three-six months with a modest TV spend, proving that TV can help drive online growth and prosperity to businesses through data and media.
Emmie Faust has more than 10 years' experience in the media and marketing space, working both client and agency side. She now works as business director at MC&C and sits on the board.
