Brand and Retail TV Advertising
Prime time TV seems to be the holy grail of conservative media buyers. But you have to compete with the big advertisers to get a share of prime time. And so, compared with non-prime time TV, you pay up to fourteen times the price to reach ten times the audience, and in our experience, you only get double the response, if you’re lucky.
The rationale behind recommending prime time is that it will deliver all of your target market. But there’s a flaw behind this thinking. If you’re paying a 40% premium to reach all of your audience, then unless you’re a major consumer brand with deep pockets, you can’t afford the frequency you need to turn desire into action.
We have proved to our clients over countless campaigns that instead of trying to reach all of your target audience, it is much cheaper to reach 60 to 70% of your audience with enough frequency to drive the required response.
The lesson: dollar-for-dollar, a tighter campaign with more frequency will return more sales than a campaign that tries to reach your total market with less frequency.
Brand TV commercials work over the long term. And again, unless you’re a major, long term brand with years of history and presence in the marketplace, your brand campaign effectiveness ends when you go off air.
So our more focussed media approach delivers more spots over a longer period of time to deliver a more effective brand TV campaign.
To increase frequency, awareness and response, we ‘top and tail’ the media by going into an ad break with your 30sec. TVC and coming out of the same ad break with a 15sec. reminder TVC. This doubles the frequency of your campaign for half the cost.
“Working with v3 was both a refreshing and rewarding experience. I really admired their no-nonsense commercial approach and creative ideas that matched our brief beautifully. The campaign was delivered on time and painlessly and the results were stunning. Our author experienced a threefold sales increase and is now one of the top ten Australian fiction authors. Thanks guys.”
“The brief was simple - we need something creative but cost effective which gives results. v3 delivered.”