Lead Forensics

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You want to be equipped with all the information you need when deciding on which media agency and channels to work with, so naturally you’ll have questions. For your convenience, we’ve compiled a list of the most frequently asked – but if you still need answers, simply get in touch with our team.


Questions about Guerillascope

Our primary functions as a media agency partner are to increase visibility, drive customer engagement and reduce workloads.

We will develop a cohesive media strategy that engages new and existing customers with the right messaging at the right touchpoints, reporting on performance as often as you require and using the data shared as a benchmark for campaign optimisation.

Of course, a media agency’s work doesn’t end there. We will continuously seek to identify new media opportunities for your business, providing competitor, sector and consumer insights to inform our strategy. We will additionally harness our buying power to negotiate the best rates with media owners, while working closely with your team as a consultant to ensure your media campaign fits snugly within brand values, sustainability policies and other business requirements.
Guerillascope has been a carbon neutral organisation since 2019. We work with a consultancy partner to offset our yearly emissions, investing in reforestation, clean energy generation and the protection of natural, carbon-catching sinks around the world.

We know this isn’t enough, however. That’s why we’ve committed to embarking on our own sustainability journey over the coming months and years.
Guerillascope plans, buys, and optimises advertising campaigns across TV, radio, out-of-home, press, social media and PPC. We handle everything from start to finish, including preliminary sector and competitor analysis, ad clearance and campaign reporting.
Guerillascope has full access to Mintel, Telmar, and the IPA’s TouchPoints platform, which allows us to accurately map the daily media habits and attitudes of your target market.

Additionally, we use YouGov surveys, Google Trends, and social listening software that segments users into ‘tribes’ based on interests highlighted in bios, following lists and interactions with other accounts.
We work with several partners across the planning, buying and measurement process, and will always be up front with you if we feel your campaign could benefit from bringing in somebody else with a particular area of expertise. We only work with partners who share our values, therefore ensuring you always receive the Guerillascope level of service.
From our bases in London and Ireland, Guerillascope will work in whichever markets you need us to. We have an extensive network of industry contacts across Europe, North America, Australasia and Asia, with experience in buying advertising campaigns on each continent.
Guerillascope has worked with clients from an array of sectors, including: Travel, Fintech, Health & Fitness, Wellness, FMCG, Insurance, Toys, Leisure & Entertainment, Luxury, Fashion, Charity, Homeware, Dating and Food.

We believe our level of service can deliver for any brand, regardless of their market.
We like to have an open conversation about the nature of our partnership; we believe in being flexible, therefore ensuring the way we operate works perfectly for you.
Guerillascope has the pleasure of working with a wide array of brands, including Tide Bank, Mitchum, Mindful Chef, Swizzels, Protect Your Bubble, Edgard & Cooper, Norwegian Cruise Line, Pukka Tea, Watchfinder, League Against Cruel Sports, VisitBrighton, OTTY Mattresses, Procook and the English Cricket Board.

Questions about TV advertising

In order to sustain and enhance the performance of a TV campaign, we use software that essentially correlates website data to your TV spot list. This works by inserting a small pixel onto your website and creating attribution windows. From here, we can measure the impact of your TV campaign by Cost Per Lead, Cost Per Acquisition, Impacts Per Lead and various other KPIs.

Armed with this data, we then optimise your airtime around the best performing areas, focusing on parameters such as ad length, ad copy, time of the day, days of the week, TV channel, programming, region of the country and even post code.
The simple answer to this is Subscription VOD (SVOD) hasn’t really impacted the advertising market.

The average person’s video viewing day amounts to 5 hours 16 minutes for all adults and 4 hours 54 minutes for 16-34s; however, just 11.2% of that time spent by adults is on SVOD platforms, while for 16-34s, it’s 19.3%.

Ultimately, the likes of Netflix and Amazon serve as a supplement to TV – not a replacement.
Brands can start to see the benefit of advertising on TV from just a few thousand pounds. In fact, 36% of the total number of TV advertisers in 2020 spent less than £50,000, with only 25% spending £1 million or more.

Ultimately, by implementing a test-and learn approach, brands can generate an over-sized return on their investment with relatively small budgets.
ITV, Channel 4 and Sky all cater for local business interests with regional TV advertising platforms to varying degrees.

ITV is broken down into 15 macro regions, which can be bought individually or as part of larger packages: with available regions including London, Central, Granada and Meridian.

Channel 4 provides a broader, less concentrated framework of 6 regions – Scotland, The North, Midlands, South, Northern Ireland and London.

Sky AdSmart transforms a subscriber’s set top box into an advertising server, granting advertisers with access to a system that can literally pinpoint a key demographic through over 90 mosaic audience profiles. Viewers are reachable in terms of region, metropolitan area, lifestyle, socio-economic status and 124 postcode areas.
A TV advertising campaign can be launched in a variety of formats.

A 30-second TV ad is typically aired to introduce a key selling point or new promotion. A 10-second creative is an effective tool in reaffirming brand presence and driving response, whilst a longer 90-second television advertisement is customarily seen as a marquee launch, designed to build brand awareness and stir viewer engagement.

Many businesses will use a combination of lengths during the course of a television campaign to serve different stages of the marketing process.

TV advertisers can also opt for TV sponsorship, which creates an association between product and TV content whilst delivering brand prestige and visibility.

Broadcaster VOD (BVOD) provides an ever wider breadth of creative possibilities, including interactive formats.
Prices remain fairly consistent throughout the year, although they do fluctuate in relation to the supply and demand of airtime. This is usually affected by factors such as seasonality, market movement and major sporting events. For example, prices increase in the run-up to Christmas as a result of increased demand for airtime, while summer is generally cheaper due to the nicer, living room-emptying weather.
Clearcast is the industry body responsible for regulating the content of television advertisements. Businesses and agencies must adhere to a set of strict guidelines – licensed by Ofcom and enforced by the ASA – when developing a TV advertising campaign. Failure to comply may result in your TV ad being banned from television. In order receive authorisation, your had will have to pass through six stages of approval:

  • Submission of script.
  • A dialogue with your Clearcast consultant where you receive feedback on your proposal.
  • Pre-production approval. If your TV advert is suitable, you are notified by email.
  • Upload of finished advert onto Clearcast’s online system Adway, where the creative is checked and approved.
  • Clearcast Morning Viewing – your consultant sends the advert to the viewing reel where it is revised.
  • Post-production approval – provided your advert meets all relevant checks, it is approved and sent to you and the broadcaster.
  • In 2020, the average adult TV viewer watched 2 hours, 36 minutes of commercial TV a day. 66.2% of all TV viewed was on commercial TV channels, with 98% of the population reached per month. 41 TV ads were seen per adult each day – 6 more than in 2005.
    TV is a real team player. In fact, it drives considerable uplifts in the effectiveness of other media:
  • Cinema - 54% increase
  • Social media - 31%
  • Online display - 31%
  • Radio - 31%
  • Print - 31%
  • OOH - 22%
  • Direct mail - 20%
  • Generic search - 8%
  • Whereas television used to mean four or five staple channels and a satellite subscription if you could afford the outlay, it now encompasses the live schedule across hundreds of channels, on-demand BVOD content and even YouTube, which can be viewed via a Connected TV.

    Typically, the live schedule is now viewed primarily by older audiences, while the younger 16-34 demographic prefers to watch their content on the likes of ALL4, ITV Hub and Sky Go.

    Many brands now split their budgets between linear TV and VOD to reach the widest possible audience - the good news is it can all be bought and measured as part of one cross-channel campaign.

    Questions about radio advertising

    Approximately 36 million Brits tune in to a radio station every week; commercial radio in particular reaches 66% of the UK’s adult population. The average person listens to 20.7 hours of radio in that time.
    Radio is one of the most cost-effective options for advertisers; in fact, £1 will get you nearly double the number of impressions than it would for any other media channel. Factor in the comparatively low cost of producing a radio ad and it becomes clear why so many brands remain committed radio advertisers.
    Yes! The £7.70 average ROI radio delivers for every £1 spent is second only to TV.
    With over 360 licensed radio stations and a wealth of local broadcasters, radio is a great option for targeting specific geographical locations. Let us know what town or city you want to engage and we'll do the rest.
    The length of time required to produce a radio ad will depend on your brief, but once created, an ad usually takes 24 hours to clear - meaning you can get it out there without delay.
    Much like TV, radio is an excellent team player. According to TouchPoints, 16% of time listened to radio is accompanied by being online, making it a great driver for further brand research.

    Radio also reaches typically lighter TV viewers, making it a perfect companion as part of an overarching brand building strategy.

    Indeed, campaigns that include radio typically generate an additional rise in brand fame of 10%, compared to those that do not.

    Questions about press advertising

    Newsbrands reach 38 million people in the UK every day, 10 million of which read physical copies of newspapers.
    The answer to this question really depends on the titles you're advertising in and the creative formats you're using. The price of running a small classified ad could cost less than £100; for larger campaigns featuring cover wraps in weekend supplements, you could be talking hundreds of thousands.
    Print remains hugely affective. 70% of people agree that newsbrands are the most trusted source of news, while 85% of respondents claim that "seeing a brand or product in newsbrands gives me the confidence that it's right for me."

    Fundamentally, brands that run print ads are regarded as credible and of high quality - perceptions that carry more stock than ever before.
    Like with radio, Guerillascope liaises closely with media owners to develop detailed reporting based on the latest circulation figures. We will also analyse web and sales data to determine the impact ads are having on areas such as traffic and search.
    Newsbrands have invested heavily in developing and increasing their digital offering to meet the changing media habits of their readers. Consequently, there is now a wealth of opportunities across the digital landscape, including standard display, native articles, in-app display, social media, sponsorships, pre-roll video – and lots more!
    This entirely depends on the goal of your campaign.

    For brand awareness, we would recommend positioning your promotional material toward the front of the paper; this comes with increased costs, but also higher engagement levels.

    Direct response content, on the other hand, would be positioned in the classified section of the paper – which resides in the back half. This is where readers are actively in the market to enquire and respond to adverts off the page.
    Once again, this entirely depends on the campaign’s budget, goals and KPIs.

    The bigger the advert, the more cut-through, awareness and response it should generate. However, it’s often beneficial to run smaller sizes – such as fractional adverts or disruptive strips – as these are a cheaper investment but often drive stronger ROI.
    When testing new titles, we would always recommend running at least three insertions to get a clear idea of effectiveness.
    This really depends on the publisher. Newsbrands have a much quicker turnaround time, so copy is often not required until a few days prior to the campaign’s launch.

    However, supplements and magazines have a much longer lead time, with deadlines often set up to a month prior. This is something you must consider when producing your creative.
    Inserts are pre-printed pages or sets of pages that are placed into a separately printed publication. These can be loose or bound-in, and are available in nearly all titles that you’re able to buy traditional print advertising in.
    Print media is a highly targeted way of advertising both traditionally and within online publisher environments. This can be done by overlaying digital print advertising with targeting data, or simply planning offline print to a readership that suits your target audience.
    Despite a drop off in circulations at the start of the pandemic, print readership has recovered well and is returning to pre-COVID levels.

    One further positive has been the increase in the way newsbrands are consumed digitally. Industry-wide, there has been an approximate 20% increase in digital readership over the last year.

    Questions about out-of-home advertising

    This very much depends on the format(s), location and campaign length. We will work with you to develop the most cost-effective strategy for your business.
    OOH advertising encompasses everything from bus shelters and wraps, taxis, billboards (static, mobile, digital), escalator panels and train carriages, to floor and lift graphics - and even beer mats!

    In short, there's never been such a breadth of choice when it comes to advertising your business in the great outdoors.
    The evolution of digital technology means advertisers and agencies can now hand-select where a DOOH (digital out-of-home) ad is placed and at what times. Brands can target geographical areas and particular routes with ease, while only displaying on certain days or during certain hours of the day.
    Through a combination of traffic (both physical and online), eye tracking and audience mapping, we are able to develop a robust understanding of how many people have seen your ad, and how many times.
    Yes. OOH is one of the very few true broadcast mediums that deliver brand awareness quickly. With people typically spending more than 70% of their time outdoors, they are exposed to OOH posters throughout their day – whether walking to the station, commuting or even during their lunch hour.

    With OOH offering more flexibility than ever before, we are able to create the perfect package to meet your requirements.
    The two-week buying cycle is very much a thing of the past. With the rise of digital, more and more suppliers offer the opportunity for brands to advertise by keys days, or even by the hour.
    Out-of-home is an efficient driver of online engagement. OOH when planned correctly in key environments can direct response to websites and, with the right creative, also encourages online sharing via social channels.

    Guerillascope consistently go above and beyond. They fully immerse themselves in our objectives, whilst continually offering flexibility, quick turnarounds and ongoing campaign insights. They work with us to identify what’s gone well, and what hasn’t. But most importantly, I think it’s their friendly attitude – they have a media agency blueprint at Guerillascope that I think is hard to replicate. They are 100% part of our success. James Keenan, Director of Acquisition Marketing, Protect Your Bubble