How Smarter Broadcast Media Is Driving Unmatched ROI
Yesterday we had the pleasure of attending the Marketing in Northern Powerhouse: Strategies for Success CIM conference in Manchester.
The day was packed with brilliant panels covering everything from the importance of professional communities to building brands that stand the test of time.
Our founder and MD, Danny Thompson, joined a panel alongside Sharon Furey (Sky), Mike Liall (ITV) and Tom Mulcrow (Seal Films) to discuss the power of TV advertising.
Although the session was billed as “the resurgence of trust in TV,” the group agreed that trust in TV never really went away. What’s changed is that advertisers have been distracted.
The panel touched on some key reasons why TV remains such a powerful medium. TV has been part of people’s lives for decades. It’s a companion we’ve let into our homes which naturally makes it one of the most trusted environments for brands.
Secondly is credibility. Brands who want to maintain credibility and loyalty, turn to TV as it protects their brand due to its regulations. In fact, Mike from ITV mentioned a study they had conducted around how TV measured up to other media, and it always came out on top.
The next reason is attribution and tracking. Dan highlighted how attribution on TV is now just as strong, if not stronger, than other platforms. With tools like IP targeting and hard metrics like website visits, brands can clearly see the impact of their campaigns. And of course, the scale is unmatched as TV still reaches 90% of the UK population every single week.
The panel discussed is how TV advertising is now more accessible than ever. There is now a massive trial of channels and shows that make TV advertising more accessible. You don’t need to advertise during Coronation Street or the Premier League and Sharon discussed how Sky’s tool, Adsmart, allows businesses of all shapes and sizes to benefit from TV advertising.
Tom also talked about how brands don’t need huge budgets to produce TV standard, cinematic adverts. At Seal Films, they work with global brands, as well as smaller ones. He mentioned production has changed so much and brands are exploring independent production agencies, which can produce content for brands, no matter the budget.
Dan wrapped things up with a line that stuck with the audience:
‘It isn’t a question of if I can afford to be on TV, it’s how you use it’.
If this sounds like something you want to explore, get in touch with our expert team via the website or drop us an email on team@freedommediagroup.co.uk