How To Tell If My TV, YouTube TV, OTT TV, DooH Ad Campaigns Are Working?

The Platform Technology, Platform Audience and Media UI Should Align With The Goals Set KPIs

Introduction

In today’s rapidly evolving advertising landscape, aligning platform technology, audience targeting, and media user interfaces with clearly defined campaign goals and KPIs is paramount. Different mediums require distinct approaches to quantifying goals and measuring success. This page explores best practices for traditional linear TV and streaming TV, providing insights into the most effective strategies for each.

Metrics and Tracking

For traditional linear TV, call tracking numbers, including vanity numbers (example: 1-800-Call-Ken: Attorney Ken Nugent in GA), remain effective, especially for brands already associated with these numbers. These methods offer a straightforward way to gauge response rates and customer engagement.  This is different than 3-party owned 800-number schemes, for lack of a better word.  1-800-Attorney, 1-800-Lawyers

Branding Impact

Linear TV’s impact on branding is often assessed through qualitative feedback from friends, family, and the community. Although it is challenging to draw a direct line from TV ads to conversions, the primary goal is to build brand awareness and ensure the brand is top of mind when potential clients need your services. While direct response rates may be low, the long-term benefits of brand recognition are significant.

Traditional Linear TV

Metrics and Tracking

For traditional linear TV, call tracking numbers, including vanity numbers, remain effective, especially for brands already associated with these numbers. These methods offer a straightforward way to gauge response rates and customer engagement that happen to call directly from the ad.  MOST will not and when you have this number in 100s of marketing content put out over the years, it does become harder to verify through this method, so again these should be building and working in synergy with all your other marketing efforts to increase leads across the board.  Direct-one to one tracking from time of lead creation is generally not applicable, especially in legal advertising.

Streaming TV

Interactive Advertising

With the rise of interactive streaming TV, new metrics and engagement strategies have emerged. Platforms now offer interactive ads, such as QR codes and in-app engagements, allowing for immediate user interaction. This shift requires advertisers to adapt their KPIs to measure these new forms of engagement effectively.

Integrating Traditional and Digital

It’s crucial to understand that traditional TV and digital streaming ads should work in tandem. For example, a robust TV campaign complemented by Google Search Pay-per-click ads can create a cohesive presence across multiple touch points in a potential client’s journey. This integrated approach ensures that your firm maintains visibility and relevance throughout the decision-making process.

The Importance of Placement and Platform Selection

Detailed Placement Analysis

Successful digital video advertising hinges on detailed insights into ad placements. Understanding which channels, programs, and media perform best for your audience is vital. However, obtaining this information can be challenging due to the opaque nature of some platform’s data reporting practices.  We will work with you to test the platforms the only way we can, run some ads and review the platforms overall performance together based upon the data after we run the ad sets and make a strategic decision, together. 

Partnering with Trusted Platforms

Choosing the right platforms and partners is essential. Work with those who provide transparency and detailed reporting on ad placements. This collaboration can either support your in-house marketing team or offer a full-turnkey advertising campaign solution, ensuring your ads reach the right audience in the most effective manner.

Navigating the Digital Advertising Landscape

Transparency and Trust

The digital advertising landscape is constantly evolving, with new opportunities and challenges emerging regularly. Transparency in reporting and trust in your advertising partners are critical. Many platforms may obscure where ads are shown or manipulate impression metrics. It’s essential to work with partners committed to transparency and aligned with your goals.

Media Ratings and Verification

Be aware of the limitations and biases in media ratings and verification systems. Many traditional systems, like the Media Ratings Council and Nielsen Data, have been influenced by major tech firms. Staying informed and critical of these systems will help you make better advertising decisions.

Measuring Success

Qualitative Feedback

The ultimate measure of your advertising campaign’s success is the feedback from your audience. Whether through direct interactions, community feedback, or anecdotal evidence, knowing if people are seeing and recalling your ads is crucial.

Conclusion

In summary, aligning your platform technology, audience targeting, and media UI with your campaign goals and KPIs requires a strategic approach tailored to each medium. Traditional linear TV relies on call tracking and brand recognition, while streaming TV leverages interactive ads and detailed placement analysis. By integrating these strategies and working with trusted partners, you can create a cohesive and effective advertising campaign that maximizes your reach and impact.