The Biggest Mistake Home Service Companies Make on their Streaming Television Campaigns
The world of streaming TV advertising is big, but the best results for home services companies come from narrowing down your target audience. WKYC’s David Goler shares his #1 tip to consider when running ad campaigns on streaming TV.
By David Goler, Account Executive at TEGNA’s WKYC
It can be very confusing to launch a streaming television campaign. From picking the right vendor to selecting the right targeting segment to hone in on the right geography, there are a lot of options and variables.
One of the biggest mistakes you can make is running a diluted campaign. What I mean by that is trying to market to the entire universe of inventory without the proper capital.
For example, you own a roofing company, and your service area is the entire Designated Market Area (DMA). You ask your streaming TV partner to pull inventory availability for homeowners in your DMA. The inventory comes back as 1,000,000 impressions per month. At the time, you can only comfortably purchase 75,000 impressions.
This is when you must pause and think to yourself, “If someone reaches me with an advertisement 1x times over the span of the month, would I convert?” Likely not. You probably won’t even remember the name of the company.
How can you make the best use of those 75,000 impressions? You must shrink the universe of available inventory.
4 Ways To Maximize Your Campaign Impressions
- Fine-tune the geographic areas
- Adjust the age range
- Explore different audience intent segments
- Layer in additional demographic criteria
Consider Advertisement Frequency
Frequency is key to any successful marketing campaign; streaming television is no different. Without it, your investment may be ineffective. By shrinking the available universe, you are increasing your odds of having a sufficient frequency. The objective is to size down the availability to the point where you can buy a substantial percentage (varies by platform on what that percentage should be, typically north of 50%).
As a caution, always monitor your campaign to ensure you are not overserving your customers – too much frequency is counterproductive.
I’d be remiss if I did not note that frequency can be a very challenging metric to report on due to the complex ecosystem of streaming TV. Verify that this is a reporting dimension your advertising partner can deliver. Without getting too deep, the ability to provide this is related to the structure of your partner’s platform.
Key takeaway. Frequency is crucial. Narrow your focus. Buying too wide without a proper budget is ineffective.
Start Advertising Your Home Services Company with TEGNA
TEGNA delivers proven results for home service providers with multi-platform advertising solutions that connect you to the audiences that matter most via Linear Broadcast TV, OTT Streaming, Digital Solutions including Targeted Display, Geofencing, and Retargeting, and effective campaign measurement with TEGNA Attribution. Let’s get in touch if you’re thinking of amplifying your brand’s messages.