Making TV Advertising Budgets go Further



TV advertising is a medium that has undergone a significant evolution over the past decade. Technological advancements and new demands in the market have made the planning of airtime more targeted, flexible and personalised; features which in turn have delivered greater levels of efficiency and accountability for more businesses than ever before.

Yet how do smaller, independent agencies such as Guerillascope generate the value for money that distinguishes them from larger, multinational media monoliths? David Cloudsdale from Adalyser joined us at our recent event, ‘TV & online: The synergy behind brand growth’, to divulge on the power of cross-platform analysis.

“What’s important is you do not want to waste money. You do not want to have the campaign running for two months with creatives which are not working, or on channels which are not creating any response.”

According to David, the value of the cross-platform analytical tools used by Guerillascope centre on the immediacy and agility they grant advertisers when optimising airtime. “This is interesting,” says David, “because this is where the big opportunity comes in.”

“You need to move away from how campaigns have been traditionally booked: they run for a period of months; then the agency creates a post-campaign analysis which basically reports on how the campaign has gone.”

Adalyser, the cross-media measurement platform central to the Guerillascope service, facilitates advertisers with the ability to measure uplifts in web traffic driven by individual TV spots. Through this, the efficiency of specific times of day, channels, programmes, days of the week and postcodes can be deduced, enabling agencies to instantaneously optimise campaign activity around the best performing areas.

It’s a method of planning and buying that David believes can revolutionise the relationship both small and large businesses have with advertising on TV: “What Guerillascope are doing is waiting right to the last moment before they book any airtime: they’re using all of the available data to make the planning decisions necessary to ensure that the airtime booked is the most responsive that you can get.

“What’s important is you do not want to waste money. You do not want to have the campaign running for two months with creatives which are not working, or on channels which are not creating any response.”