In our four-part series, Top Tips for Attention, we share tried and true best practices for how to build smarter campaigns and optimize performance using attention metrics.
In the first of our tips on using attention data to improve TV campaign performance, we review the best ways to build smarter media plans and optimize on the fly to improve overall advertising performance.
Attention metrics are an effective data set for fine-tuning a TV media mix. Applying attention works best when it's used together with other sources of information in traditional media planning tools, such as cost, impressions, and audience data. Basically, anytime marketers are evaluating a choice between
two or more media buying options, that’s a good time to incorporate attention data and direct budget toward opportunities where ads will have the biggest impact.
TVision’s attention data, provides a much clearer picture of exactly which audience is tuning in to the ads within a particular program, on a particular network or platform at a particular daypart, and (perhaps most important of all)
what their level of engagement is.
That, in turn, provides a more accurate idea of the relative value of different programming and what marketers should be willing to pay for it — or not. Among the other advantages, access to this data allows advertisers to “blacklist” low-performing networks, programs and dayparts and eliminate them from media plans, afterall there can be as much as a 38% variance in attention among different content.
In
part one of the four part series we review strategies for building and optimizing better media plans with attention data:
- Use attention to inform media investments
- Making planning adjustments
- Optimize performance within
network groups
- Maximize performance across brands
