Craig Lowther: Why TV Advertising Works

In the latest instalment from our New to TV video series, Craig Lowther discloses why TV advertising has and continues to work so well for his business ventures.

“With the advent of technology such as Adalyser, and the reports that Guerillascope are pushing out all the time, you can now actually have real-time access to your campaign – and you can tweak it, in largely the same way as you can with online campaigns."

With fourteen-years experience of how TV advertising can support and drive growth for small businesses, Craig pinpoints improved measurement capabilities as integral to the medium’s effectiveness:

“The last three years have brought the issue of accountability to the fore. Before, you had to wait nine days [before] the industry figures were ratified to work out what was actually working [most effectively]. That’s nine days into another month, and you could be spending money on a dog of a channel.

“Now, with the advent of technology such as Adalyser, and the reports that Guerillascope are pushing out all the time, you can actually have real-time access to your campaign – and you can tweak it, in largely the same way as you can with online campaigns.

“So you’ve got absolute visibility: you know which advert’s working for you; which channel’s working for you; and which day-part’s working for you. So yeah, I’m off walking the dogs, but I’ve also spent half an hour that day looking at reports and configuring my campaign to reach its optimal level.”

Reinforcing the importance of this measurability, Craig provided an example of how it has directly benefited one of his business ventures: “We launched a financial services product on TV just before the software came out, and we were doing the same thing, trying to work out what was working. We introduced the optimisation and in one month we went from 1,250 leads to 2,500; we doubled our sales for the same money just because that little light bulb came on – and that’s what I love about it. It’s not staid, it’s not dyed in the wool; it’s dynamic, it’s changing.

“If you’re on the ball, if you’ve got your creative right, then you’re on to a winner. We were in a market where we had competition spending £500,000 a month, and their CPA was £52. Just by altering our message, going on channels they weren’t on, and on weekends when they weren’t actually advertising, our CPA was £6.25.

“I’m not a genius, that’s just making TV work hard for you – and that’s what it can deliver if you get it right.”

Asked by Matt Hill what it was about TV advertising that worked so well for him, Craig said: “I think it’s Britain’s love affair with TV; we like watching telly!

“I had lots of consultants coming in and saying, ‘look, if you go online I’m going to drive your costs down.’ We went through that whole exercise, but I kept looking at TV and thinking, ‘it’s just working!’

“When you look at the cost of a PPC campaign, they can fluctuate so much. If you’re an FD looking at figures and trying to work out your budgets… We had a crazy situation where in one day our PPC went from £2 to £40. How can you control that?

“With TV, over fourteen-years my Cost Per Thousand has pretty much stayed the same, so I know where my margins lie, and TV delivers that consistently. I can’t think of a better way to make money than just regularly pouring money in the top, and it just delivers this nice linear platform of cash, rather than time-consumptive, stressful management of other platforms.”

Ultimately, Craig believes that TV advertising is unique in its ability to attract customers to a brand: “I think it’s because it’s dynamic; it’s engaging. People like to watch stuff. You could be selling pile cream – and if you’ve got a good pile cream advert, people will buy it!”

If you would like to set the ball rolling on your own TV advertising aspirations then why not give us a call on 0800 088 6789, or complete our quick and painless TV planning form.