TV can be a lot of fun, but it’s also a very serious business. That’s because, though it is more affordable than you may think, television advertising represents a serious investment and your message will reach more people than ever before.
Although the commercial is the end result, we start with planning and costing the airtime, because no matter how creative the production, it won’t work if it’s not seen by the right people, in the right numbers. We consider your target audience and distribution pattern, then identify a suitable macro, micro or standard region, even national or international coverage employing terrestrial and satellite platforms.
Next we talk airtime prices with the appropriate contractors, negotiate the best packages and deals available, then finalise days and dayparts, guaranteed programming and peak-time content. After which we monitor campaign transmissions to ensure delivery.
To assist monitoring of campaign performance and cost per enquiry, we have developed our own spot monitoring software, DGSoft. This automatically imports station prices, discounts and each client’s campaign schedules, then allows us to input call centre and other response data, so that we can evaluate the performance of channels, programmes and individual spots. Not only does this enable us to minutely audit campaign delivery and costs, it also informs future TV planning on behalf of our clients.
