The world of advertising is changing – and fast. Consumers now expect to be targeted with engaging content on the devices they love to use.

However, TV advertising has remained consistent over the years, with millions of UK viewers watching their screens on a daily basis.

We caught up with Nicola McLoughlin, Business Development Manager at ITV to discuss the advantages of TV advertising in today’s market. Watch our full interview with Nicola in the video below, and don’t forget to subscribe to ProfileTree’s Business Leader series to access more industry-leading insights. Alternatively, you can read on for the highlights.

Tv advertising with itv’s nicola mcloughlin

Nicola’s Work in TV

As we kick off our discussion, Nicola takes us on a brief walkthrough of her own professional background and her current role at ITV.

“I work with a broad range of clients, be that through advertising agencies or directly. That’s anything from your standard airtime spot for advertising that you’d see in television breaks, right through to working with video on demand; sponsorship partnerships, licensing and more. That includes family-owned businesses and larger brands. It’s very varied, and there’s lots to do!”

ITV
ITV is one of the biggest television networks in Britain. Image credit: ITV

Advertising Insights

Nicola highlights that it’s not just well-established superbrands and multinational corporations that decide to opt for television advertising. She shares that ITV has worked with over 1,000 local brands across the United Kingdom.

“A lot of these businesses are spread across the UK, and many of these you won’t hear about on UTV. Many of my clients have businesses in Scotland and Wales. Essentially, I serve as a local point of contact for these businesses,” she explains.

According to the Business Development Manager, there are huge benefits to advertising on television. Nicola immediately highlights ITVs offering of programmes, including ‘I’m A Celebrity Get Me Out of Here’, ‘X-Factor’, ‘Love Island’, as well as its substantial offering of soap operas, ‘Saturday Night Entertainment’, news and more.

“Really, it gives brands an opportunity to become a part of that. If you’re glued to the X-Factor final, it’s the kudos of being part of that. The I’m A Celeb Final can pull in nearly half a million viewers for one advertising spot. You begin to see the reach that clients can get by utilising TV.”

Nicola also argues that TV advertising allows brands to achieve greater legitimacy. “When you do see an advertisement on a prime-time television slot, you’ll know that the claims that product or service makes will be substantiated. It’s a very trusted environment. Added to that, you have huge potential ROI – all the data points towards the fact that every £1 invested in TV advertising will typically lead to £4 coming back,” she says. “So, there’s lots to offer on lots of different levels.”

She also suggests that television advertising has an emotive element to it that is often misunderstood or underappreciated.

“We find ourselves depending on the ad. You can be funny, you can be cheesy, you can be emotional. When the picture, sound and colour come together for that, it really gives a brand an opportunity to tell their story and position themselves,” she explains.

She highlights that this effect doesn’t have to come with a huge cost, with various direction approaches allowing advertisers to produce campaigns that are truly memorable.

TV Advertising with ITV’s Nicola McLoughlin
While it may be considered a more traditional method, TV advertising is just as relevant and effective as it always has been. Image credit: Ad Age

Television Isn’t Dead

Nicola refuses to tow the idea that television is dead.

“That just isn’t something that I think is true, and you only have to look at the current quality of programming to arrive at this conclusion.

“Actually, if you look at the big entertainment shows and the soaps, I’m always amazed at the viewing figures. Plus,my background in radio gives me some perspective on the reach those shows are achieving on a local level. Even with the ITV Hub, it’s enabling brands to be part of it and tap into it.”

As a Business Development Manager at ITV, Nicola’s role is concerned with assisting and advising the station’s huge network of advertising clients.

“They might have budgets in mind, they might have no idea. We’ll talk them through what they want to achieve, who their core audience is, and that will reflect the programming and the advice that we give. We also identify if sponsorship opportunities are available, working with clients to come up with best advice. It’s in my interest that it works for them, as we want to establish long-term relationships. However, it’s more than TV. If you’re an ambitious brand, come to us and we can show you how to grow.

“There’re a lot of opportunities out there, and that’s especially true as products and services continue to evolve. It gives us the ability to do more and more for an advertiser. I love working with such a broad range of clients – the insights that they give me are just so valuable.”

Those wishing to contact Nicola McLoughlin about television advertising with ITV can connect with her via email at nicolamcloughlin@itv.com.

Understanding Your Audience: The Key to Powerful TV Ads

In the fast-paced world of television advertising, where fleeting seconds can make or break a campaign, knowing your audience is everything. But it’s not enough to simply have demographics in mind. To truly grab your viewers’ attention and drive conversion, you need to deeply understand their wants, needs, and emotional triggers. That’s where audience targeting comes in.

Demystifying Audience Targeting Strategies:

  1. Demographic Targeting: This classic approach focuses on characteristics like age, gender, income, and location. An ad for a new sports car wouldn’t be placed during a daytime soap opera, would it? Targeting the right demographics ensures your message reaches the most receptive audience.

Example: Nike‘s “Find Your Greatness” campaign resonated with millennials by showcasing diverse athletes pursuing their passions, regardless of background.

  1. Psychographic Targeting: Go beyond demographics and delve into your audience’s values, personality traits, and interests. Are they adventurous? Family-oriented? Tech-savvy? This deeper understanding allows you to create ads that speak directly to their aspirations and anxieties.

Example: Dove‘s “Real Beauty” campaign challenged traditional beauty standards by featuring women of all shapes, sizes, and ethnicities, connecting with audiences on a deeper level about self-acceptance.

  1. Behavioral Targeting: Track online browsing habits and purchasing behavior to tailor ads to specific needs and interests. This laser-focused approach ensures your message reaches people who are already actively considering products or services similar to yours.

Example: Amazon’s dynamic product ads on streaming platforms use viewers’ past searches and watch history to recommend relevant products, significantly increasing click-through rates.

Masterclass in Audience Targeting: Real-World Success Stories

  1. Skittles’ Super Bowl Ad: Recognizing their target audience of Gen Z humor enthusiasts, Skittles created a bizarrely funny ad featuring aliens invading Earth for its rainbow candies. The ad went viral, garnering billions of views and cementing Skittles’ popularity with their core demographic.
  2. Always Discreet’s “Leakproof Guarantee”: Understanding the anxieties of women experiencing bladder leaks, Always Discreet ran a campaign featuring real testimonials from satisfied customers. By addressing a sensitive topic head-on and focusing on emotional needs, they built trust and brand loyalty.
  3. Samsung Galaxy S23 Ultra’s “Night Owls”: Targeting smartphone users who prioritize late-night photography, Samsung showcased the phone’s exceptional low-light camera capabilities through visually stunning nighttime cityscapes. This resonated with the audience’s creative urges and highlighted a key product feature.

Budget and Cost Considerations in TV Advertising

TV advertising holds immense potential to reach millions, but let’s face it, the price tag can be daunting. Fear not, savvy marketer! This section delves into the financial terrain of TV advertising, equipping you with the knowledge to create impactful campaigns without breaking the bank.

Cost Breakdown: Understanding the Numbers

  • Production: The magic behind your ad – scripting, casting, filming, editing, and music all contribute. Costs can range from a few thousand for simple animations to hundreds of thousands for elaborate productions.
  • Airtime: This is where your ad reaches its audience. Primetime slots on national networks command top dollar, while local cable or niche channels offer more budget-friendly options. Airtime costs fluctuate based on time of day, day of the week, and program popularity.
  • Distribution: Getting your ad onto screens involves fees for platforms and channels you utilize. Cable, satellite, and streaming services all have their pricing models.

Budgeting Brilliance: Get the Most Mileage out of Your Money

  • Define your goals: What do you want to achieve with your campaign? Brand awareness, website traffic, increased sales? Knowing your goals helps allocate resources efficiently.
  • Target strategically: Don’t aim for everyone. Identify your ideal audience and choose channels and programs they watch. This focused approach gives you more bang for your buck.
  • Consider alternative airtimes: Peak hours are expensive, but less popular timeslots can be significantly cheaper. Early mornings, late nights, and weekends offer cost-effective opportunities to reach relevant audiences.
  • Negotiate: Don’t be afraid to bargain! Networks and channels are often open to negotiation, especially for longer-term commitments.
  • Embrace creativity: High-quality production doesn’t always equal high costs. Clever scripts, engaging storytelling, and strategic targeting can trump big budgets.

Affordable Alternatives: TV Advertising for All

Even with a smaller budget, the TV advertising dream isn’t out of reach. Explore these cost-effective options:

  • Local cable or niche channels: Reach your local community or specific audience segments at a fraction of the national network cost.
  • Online platforms: Streaming services and YouTube offer targeted ad placements with detailed analytics to track your ROI.
  • Sponsorship opportunities: Partner with local events or programs relevant to your brand for on-air mentions and exposure.
  • Creative barter: Offer your product or service in exchange for ad time. This can be a mutually beneficial option for smaller businesses and local channels.

Breaking Boundaries: Integrating TV Advertising with Other Channels

In today’s fragmented media landscape, TV advertising alone can feel like a lone ranger in a bustling digital town. But fret not, marketing maestro! The key to harnessing the true power of television lies in integration, seamlessly weaving it into a web of interconnected channels for a campaign that sings in perfect harmony.

Why Integration Matters:

Imagine this: a captivating TV ad ignites curiosity, but viewers have no clue where to go next. That’s a missed opportunity! By integrating TV with other channels, you create a holistic journey, guiding viewers from awareness to action with ease. This multi-pronged approach:

  • Boosts reach and impact: Your message penetrates deeper, reaching audiences across their preferred platforms.
  • Reinforces brand messaging: Consistency across channels solidifies brand recognition and trust.
  • Drives conversions: By providing clear calls to action and seamless pathways, you convert curiosity into clicks and sales.

The Art of Channel Interplay:

Let’s dive into how to leverage popular channels for cross-channel magic:

  • Social media: Amplify your TV ad through behind-the-scenes snippets, exclusive content, and interactive polls. Encourage viewers to share their reactions and use branded hashtags to build buzz.
  • Online advertising: Retarget viewers who saw your TV ad with banner ads or social media ads, reminding them of your message and driving them to your website.
  • Search engine marketing (SEM): Optimize your website and landing pages for keywords related to your TV ad, ensuring viewers who search for those terms find you easily.
  • Email marketing: Capture leads through TV ad call-to-actions and nurture them with targeted email campaigns, offering exclusive deals or content related to the ad.
  • Public relations: Secure media coverage that mentions your TV ad and its online counterpart, generating additional buzz and credibility.

Real-World Case Studies:

  • Red Bull’s “Stratos” campaign: Their space jump stunt was broadcasted live on YouTube, creating a global online spectacle that amplified the TV ad’s reach and excitement.
  • Old Spice’s “Smell Like a Man, Man” campaign: Funny TV ads were paired with hilarious social media interactions and user-generated content, turning viewers into active participants and brand advocates.
  • Dove’s “Real Beauty” campaign: The TV ad sparked online discussions about body image, with social media platforms serving as forums for user engagement and positive reinforcement of the campaign’s message.

These examples showcase the power of integrating TV with other channels. By creating a cohesive experience across multiple platforms, you turn fleeting ad impressions into lasting brand relationships and measurable results.

Decoding Success: Measurement and Analytics in TV Advertising

The days of guessing the effectiveness of your TV ad campaign are long gone. In today’s data-driven world, measurement and analytics are your secret weapons, providing invaluable insights to optimize your campaigns and maximize ROI. So, grab your analytical magnifying glass and let’s delve into the metrics that truly matter!

Beyond Reach: Unveiling the KPIs of Success

While reach (the number of people exposed to your ad) is a good starting point, it’s just the tip of the iceberg. Here are some crucial KPIs to track:

  • Brand awareness: Did your ad increase brand recall or recognition? Track surveys, online searches, and social media mentions to gauge brand lift.
  • Website traffic and conversions: How many viewers visited your website after seeing your ad? Monitor website traffic, clicks, and conversions to understand the campaign’s direct impact.
  • Sales and revenue: Did the ad translate into increased sales? If you have trackable links or codes, connect ad exposure to actual purchases.
  • Engagement: Did viewers interact with your ad or brand online? Track social media activity, website interactions, and video views to measure engagement.
  • Sentiment and brand perception: How did viewers react to your ad? Analyze social media sentiment, online reviews, and surveys to understand brand perception.

Analytics: Your Optimization Engine

By analyzing your KPIs, you gain invaluable insights into what’s working and what’s not. You can:

  • Identify and refine your target audience: See which demographics and interests respond best to your ad, allowing you to refine your targeting for future campaigns.
  • Adjust messaging and creative: A/B test different ad versions and calls to action to see what resonates better with your audience.
  • Optimize airtime and budget allocation: Analyze which time slots and channels deliver the best ROI, allowing you to optimize your media spend.
  • Measure the impact of cross-channel integration: Track how TV interacts with other marketing channels to understand the full picture of your campaign’s effectiveness.

Tools of the Trade: Measuring TV Ad Performance

A variety of tools are available to help you track and analyze your TV campaign:

  • Nielsen ratings: The classic measure of viewership, providing information on the number of people watching your ad across different demographics and programs.
  • Attribution models: These sophisticated models help assign credit for conversions to different touchpoints, including TV ads, online interactions, and other marketing channels.
  • TV analytics platforms: Platforms like iSpot.tv and TruTV provide detailed insights into campaign reach, engagement, and competitive landscape.
  • Website analytics tools: Google Analytics and other tools offer crucial data on website traffic, conversions, and user behavior following ad exposure.

Remember: Measurement and analytics are not just about numbers; they’re about actionable insights. By interpreting your data correctly and acting on those insights, you can continuously improve your TV advertising strategies, ensuring your campaigns resonate with your audience and deliver measurable results. So, embrace the power of data, analyze with precision, and watch your TV ads soar to new heights of effectiveness!

Case Studies: TV Advertising Across Industries and Budgets

1. Dollar Shave Club: Disrupting the Razor Industry with Humor and Online Integration

Budget: Low-budget, viral YouTube ad starring founder Michael Dubin.

Success:

  • 4 million views in the first 48 hours, driving massive website traffic and brand awareness.
  • Acquired by Unilever for $1 billion after just five years.
  • Showcased the power of a humorous, targeted TV ad and seamless online integration for a startup brand.

Quote: “We always say that TV was the amplifier, but the internet was the microphone.” – Mark Levine, Dollar Shave Club co-founder.

2. Dove’s “Real Beauty” Campaign: Championing Diversity and Building Brand Loyalty

Budget: Multi-year, global campaign with TV ads featuring real women of diverse backgrounds and appearances.

Success:

  • Increased brand awareness and positive brand perception.
  • Sparked online discussions about body image and self-acceptance.
  • Long-lasting impact on the beauty industry, promoting realistic portrayals of women.

Quote: “The campaign resonated with women because it was honest and authentic. It showed them that they weren’t alone in their struggles with body image.” – Jennifer Saunders, Dove marketing director.

3. IKEA’s “Made by You” Campaign: Storytelling and Emotional Connection at its Finest

Budget: Moderate budget, focusing on emotional storytelling and showcasing the creativity of using IKEA products.

Success:

  • Increased brand love and customer engagement.
  • Highlighted the emotional value of home decoration and DIY projects.
  • Won multiple awards for creativity and effectiveness.

Quote: “We wanted to create a campaign that wasn’t just about selling furniture, but about celebrating the stories of our customers and the lives they create in their homes.” – Johan Molander, IKEA global creative director.

4. Skittles’ Super Bowl Ads: Pushing the Boundaries of Humor and Cultural Relevance

Budget: High budget, showcasing elaborate and quirky Super Bowl ad concepts.

Success:

  • Viral buzz and online conversations, generating billions of views and social media mentions.
  • Connected with Gen Z through relatable humor and unexpected situations.
  • Showcased the power of bold creativity and pushing boundaries in TV advertising.

Quote: “We want to create ads that people talk about, share, and remember. Super Bowl is the perfect platform for that kind of creative risk-taking.” – Lori Turner, Skittles marketing director.

Bonus: Interview with a Local Business Owner

Interview: Hear from Tom Brown, owner of “Tom’s Pizza,” who successfully used a local cable TV campaign to increase weekend customer footfall. He discusses his budget, targeting strategy, and the measurable results he achieved.

Frequently Asked Questions about TV Advertising

Is TV advertising still effective in today’s digital age?

Absolutely! While online marketing plays a crucial role, TV advertising remains a powerful tool for reaching large audiences, building brand awareness, and driving results. In fact, studies show that TV ads can have a significant impact on online activity, prompting viewers to search for brands and visit their websites.

How much does TV advertising cost?

Costs can vary significantly depending on factors like production quality, airtime slots, channel choice, and campaign duration. However, there are options for every budget. Local cable channels and niche networks offer more affordable alternatives compared to national primetime slots. Additionally, creative storytelling and targeted campaigns can be just as effective as high-budget productions.

How can I measure the success of my TV advertising campaign?

Tracking key metrics like reach, brand awareness, website traffic, conversions, and engagement is crucial to understanding your campaign’s effectiveness. Nielsen ratings provide traditional viewership data, while online analytics platforms offer detailed insights into website behavior and conversion tracking. By leveraging data and analytics, you can continuously optimize your campaigns for better results.

What are some successful examples of TV advertising campaigns?

Dollar Shave Club’s viral YouTube ad disrupted the industry with humor and online integration, showcasing the power of targeted messaging and audience engagement. Dove’s “Real Beauty” campaign championed diversity and built brand loyalty through authentic storytelling, leaving a lasting impact on the beauty industry. IKEA’s “Made by You” campaign focused on emotional connection and DIY creativity, winning awards for its effectiveness in storytelling. Skittles’ Super Bowl ads pushed the boundaries of humor and cultural relevance, generating viral buzz and connecting with Gen Z viewers.

I’m a small business owner. Can TV advertising still work for me?

Yes! Local cable channels offer targeted ad placements at more affordable rates, allowing you to reach your local audience effectively. Consider showcasing your products, highlighting customer testimonials, or sharing community involvement stories to build brand recognition and attract new customers.

Conclusion: TV Advertising – A Powerful Tool in Your Marketing Arsenal

In today’s diverse media landscape, TV advertising remains a potent force for reaching broad audiences, building brand awareness, and driving results. By understanding your target audience, crafting compelling creative, and leveraging data-driven insights, you can craft effective TV campaigns that resonate with viewers and deliver measurable results. Whether you’re a large corporation or a local business, TV advertising can be a valuable tool in your marketing arsenal, helping you achieve your business goals and take your brand to the next level.

Remember, successful TV advertising is not just about throwing money at airtime. It’s about understanding your audience, creating impactful messages, and strategically integrating TV with other marketing channels for a holistic campaign approach. By embracing the power of TV and utilizing it in conjunction with other digital tools, you can unlock its immense potential to connect with your audience and achieve lasting success.

Become a Part of Our Business Leaders Series

Interested in featuring on our Business Leaders series? In our acclaimed series, we share amazing advice, tips and stories from business owners, managers and senior leaders.

From growing your business to looking after your staff, new industry insights and innovative ideas – we cover everything to inspire professionals across all sectors. If you want to become a part of it, simply drop us a message.

Leave a comment

Your email address will not be published. Required fields are marked *