Online Video

Online video is becoming an increasingly bigger part of the digital marketing repertoire and we have extended our expertise into meeting the demand.

read more

Awarness vs. Brand Building

If you're going to the effort of developing a campaign for your brand and investing on TV, it needs to be focused on longer term brand growth. Many TV brand campaigns with limited budgets are short and sharp because of the chosen format (Masthead and info brand ads like Brand Power and Discover) or don't have the budget to spend on media because the agency has over spent proportionately on production. While these campaigns create good brand awareness and lift sales in the short term, they don't build the brand.

read more

TV retains "super media" status

Growing audience levels and rising ad spend show television remains a form of "super media" despite the many challenges to its status, according to Deloitte.

They estimate 40 million new viewers will tune in for the first time around the world this year, with an extra 140 billion hours of content being consumed. Advertising expenditure on TV is set to grow US$10 billion, hitting US$191 billion in 2011, a 5th successive annual increase.

read more

Pretesting Increases ROI

In NZ the average 30" ad costs around $100,000 to develop. Suppose too that the media spend on the average ad is $400,000, so the total advertising budget per ad is $500,000.

From international research and testing over 3,500 ads worldwide, irrespective of category, type of advertising, country or media, only about 30% of the finished ads are very effective (Source: Admap 2003).

Pretesting an ad costs around  $15,000 for 2 groups. By pretesting you are significantly increasing your ad's chances of success. In fact, the ROI for a pretest  has be calculated at 900% if you get it right! (Source: Admap 2003).

TVLowCost includes pretesting in our all-inclusive TV Packs. We always provide 360°degree strategic creative and at least 3 concepts to be pretested.

How many times has your agency 'sold' you an idea? Pretesting tells us which ad will most likely make consumers buy versus being sold to.

Masthead ads disliked!

Consumers dislike masthead advertising:

• 61.8% of people 18+ disliked or were ambivalent to masthead/advertorial style ads*  Those that disliked them found them 1) Fake/pretending to be news/annoying/lame; 2) Boring; 3) Lack of intelligence/condescending; 4) Too many of these style ads now

• There are now 13 (and growing) masthead format ads on TV

• 74.7% of Baby Boomers disliked masthead/advertorial style ads** This sector is the fastest growing, biggest spending demographic in NZ

* UMR Research Omnibus July 2009. Margin of error 3.6%

** Senioragency Goldmine Baby Boomer Study 2007. Margin of error 3.0%