TV Advertising Q&A

YouTube is a great channel and obviously gives you access to lots of targeting data to make sure your ads reach the right audiences plus you can retarget users via YouTube as well. TV is increasingly becoming as targeted as YouTube. You can now buy TV in a programmatic way and overlay audience data for your TV buys with what is called Adressable TV which incorporates the follwing:

• Connected TV (aka addressable, targetable & over-the-top) – this includes content delivered via a digital TV set or an over-the-top box e.g. Smart TVs, Roku, Apple TV, Chromecast, Xbox, PlayStation, etc. Think of it as having the same digital ad capabilities, just with a larger display size to show them on.
• Catch Up TV – a type of video-on-demand (VOD) that involves recording your TV programming for later playback e.g. Freeview, SBS On Demand, TenPlay, Plus7 and 9Now. The targeting capabilities and ad formats here are different both from connected and linear television.
• Linear TV – this refers to TV in its traditional sense where all programming is scheduled in advance with the main difference being that ads can be bought using advanced audience data and in a programmatic fashion.

Addressable TV can help to round out your strategy in the following ways:

• Reach Audiences At Their Most Engaged, With Full Opt-In
  • Does having the highest video completion rates of any device sound interesting? A TV screen is still the most captivating media format for audience viewability and there is full opt-in from the viewer.
• Boost Video Completed Views
  • Video completion rates are higher than on mobile devices and desktop.
• Take Personalisation to the Big Screen
  • Personalise your ads, same as you would with a digital video ad. Except, this time, these same ads get the living room prime time treatment!
• Achieve Transparency With Data
  • Forget third-party measurement. All of the analytics benefits that programmatic data provides can now be applied to TV advertising.
• Target Niche Audiences
  • Unleash the power of your DMP and CRM in order to run hyper-targeted TV campaigns based on existing audience data.
• Run Middle-of-the-Funnel Campaigns
  • Programmatic TV finally gives you the ability to move beyond awareness and engage your prospects further down the funnel on the biggest screen there is. This opens up a whole new world of marketing possibilities.

It all really depends on the ROI - Return on Investment.  If for say, you were to make $10,000 by speding $1000, how much would you throw at it  So, do your research, look for honest answers on ROI and choose accordingly. 

Call the Foxtel advertising department and ask them.

The cost to create a 30-second tv ad can be as low as a few thousand dollars or as high as in the millions.
It depends on what you’re creating.

A simple product shot with a voice over should be affordable for small businesses, provided you don’t use a superstar’s voice. But a TV ad with famous figures such as musicians and actors would obviously cost a hefty amount, not including paying for the shooting location, production crews, production sets, post-production, creatives, etc.

If you don’t have the experience and creativity, you can outsource the TV ad to an advertising or marketing agency. This is not only for the creative aspect, but technical and legal aspect. Your ad must be compliant with regulations and standards governing TV advertising (hyperlink: https://www.acma.gov.au/theACMA/About/Corporate/Responsibilities/advertising-on-radio-and-tv).

The TV ad should adhere to specific technical standards, which may differ across various TV channels. It shouldn’t mislead the viewers, which means you can get in trouble if people complain about it. You’ll also need to be aware of rules on sex, violence, health and advertising to children.

Here’s a rough cost estimate of TV advertising (hyperlink: https://www.savvysme.com.au/question/9-how-much-does-tv-advertising-cost) slots for your reference too.