Scalable TV Creative: A Cost-Effective Opportunity to Drive Performance
Social media has become the go-to choice for testing and optimizing video content with social media’s targeting capabilities and lower production costs. But those same tools are available in bigger formats. Videos developed for Linear and CTV can also deliver the same cost-effectiveness and platform to drive performance.
TV advertising, traditionally seen as a broad-reach medium, has evolved significantly. With advancements in addressable TV and streaming services, brands can take a much more targeted approach to reaching their desired audience. This shift makes TV a scalable option for brand-building and for performance whether targeting thousands or millions of consumers today you don’t have to model what the impact is of TV. You can measure who you reached, what other medium it effected and when they purchased and what message delivered it. TV advertising creates both direct and indirect impact, amplifying the performance of digital campaigns by increasing brand awareness and trust across all channels.
Developing TV creative does not have to require a Hollywood-style budget or a Super Bowl level spectacle. There are cost-effective ways to develop high-quality content tailored to TV from repurposing existing assets to leveraging stock footage. This approach still allows brands to test creative concepts effectively and gain performance insights without breaking the bank.
DRTV has been and remains (and will for a time to come) a strategic testing lab for marketers, providing a unique opportunity to optimize messaging, offers, and CTAs in a controlled environment while reaching a large audience. Technology has enabled huge efficiencies in production as well as very clear and day-to-day performance metrics. Together brands can create cost-effective ads, deliver measurable results and integrate them with all digital medium.
In today’s fragmented media landscape, integrating linear TV into your creative testing strategy can unlock new opportunities for growth. By combining the broad reach and credibility of TV with the precision and agility of digital channels, brands can cost-effectively maximize the impact of their marketing efforts and stay ahead in an increasingly competitive environment.