Testing different iterations of TV ads across channels can help brands create effective campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 21, 2020, 2:27 PM UTC

Campaign performance should be measured across the entire marketing mix and not individual channels.

Despite the rise of ad-free content, TV remains an effective marketing channel. Testing TV ads can help create campaigns that build brand awareness and trust among viewers. To ensure the desired creative output, marketers should test different iterations of TV ads before rolling it out to a wider audience.

Testing can help marketers identify elements that work best with a particular ad, like channel placements or time of day. Brands can gather audience feedback via online surveys and interviews to measure the effectiveness of each campaign based on factors like brand or product recall.  

Using audience segmenting in Google Analytics can help marketers test campaign performances based on different geographies. Analysing and comparing data points like direct site uplift can help determine the ad’s impact.

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