10 August 2018
TV audience impacts are a measure of audience volume in media planning. In traditional media they are called impacts, in digital media they tend to be […]
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19 June 2018
Brand advertising techniques are very different to direct response advertising techniques. Even when you are running an integrated multi-channel campaign it is important to understand the […]
22 April 2018
When media planners develop TV campaign plans they are often optimising the relationship between three sets of numbers: TVRs (or GRPs, or TRPs) – TVRs or TV […]
29 January 2018
As we saw in the “what is a TVR” post a TVR is a percentage of a given target audience in a given geographic base. But […]
27 January 2018
First party data is data that your organisation has collected and owns about your customers. It is information that has been gathered in the course of […]
15 February 2017
Understanding response rates by media channel is a vital component of marketing and media planning. If you know the response rates, media costs and likely conversion […]
9 January 2015
We’re often asked to forecast or estimate campaign response rates, especially in DRTV. Here are some guidelines for those who want them: Set 1 – DRTV […]
30 November 2014
Many advertisers are returning to Direct Response Television (DRTV). Whilst the goal today is to maximise web response as opposed to phone response, many of the […]
30 May 2014
Techniques for tracking advertising and media ROI are often discussed by both advertisers and agencies as they seek to identify and maximise the ROI effect of […]
5 February 2014
This is a question that many marketers don’t want to ask, especially when they are halfway through the agency’s TV presentation. The trouble is, the agency […]