Like most agencies, Republic of Media felt it needed more clarity on what TV spots were delivering responses and, based on those insights, which deals and channels to work with. It was looking for a TV attribution tool that made measuring and planning TV advertising more accurate and efficient to achieve client objectives and improve ROI.
In the past, there wasn’t a way to easily attribute TV, it was codes or unique telephone numbers, combined with audience surveys. It’s a huge leap to be able to attribute sales against specific spots,explained Simon Crunden, planning director at Republic of Media.
The agency began using TVSquared’s ADvantage platform, which provides measurement and optimization for easily actionable data and insight to help response-driven advertisers maximize the efficiency and ROI of TV spend.
Additionally, most TV advertisers start their TV campaigns with a broad channel selection based on customer-audience data. Buying by audience is part of the picture, but the speed and ability to optimize based on response performance is critical. This is where TVSquared also proved useful.
Leasa Doran, a trading executive at Republic of Media, said, It’s a data-driven approach. We look for hotspots in terms of things that are working well and not so well, and sometimes we find channels or programs that drive responses but don’t lead to a conversion. Working with What’s My Claim Worth, a specialist firm of personal injury no-win, no-fee solicitors, we found that the Jeremy Kyle Show drove a lot of web responses, but conversions were lower than expected.
TVSquared gives Republic of Media an advantage over more established players who rely on in-house tools and analysis.
The team at TVSquared is very flexible to our needs, said Crunden. It is constantly developing the tool to make it the best in the industry. It has given us more confidence in planning and provides clients with the data and evidence to commit to TV. As a growing agency, it demonstrates our commitment to using a data-driven approach to improve ROI performance for advertisers.
The agency’s clients are delighted too with the results delivered for them. In fact, eight weeks from the start of the first TV campaign for What’s My Claim Worth, Republic of Media reduced the cost-per-response (CPR) by 55%.
TVSquared is one of the few ad-tech solutions in the space that is measuring offline and online marketing channels together. It’s catching up with how digital channels are measured and we use it 100% of the time for our response advertisers.