We’ve worked on a number of addressable TV campaigns with telco brands. Through these campaigns, we’ve seen that most telco campaigns running through Finecast are designed to:
- Increase awareness
- Drive response
- Improve brand perception
- Connect with new consumers
- Create bespoke creatives to reach valuable potential customers
- Identify existing customers to exclude through first- and third-party data
- Target viewers who are not current customers to drive cost efficiency
To meet these aims, our telco advertisers create bespoke creatives to target valuable potential customers. The campaign setup begins with identifying audiences to exclude through first- and third-party data. From there, brands can focus their campaigns on audiences made up of viewers who are not current customers – thus reducing the cost of reaching the target audience.
TV is the perfect advertising channel to help businesses in the telecommunications industry drive awareness and attract new customers.
According to BARB, television is the number one entertainment platform for viewers, with over 81% being watched on a TV screen. It has always been a powerful, one-to-many advertising play, a unique medium that allows brands to build relationships, tell a story and bring fame overnight – as well as produce both short- and long-term business gains.
The power of Finecast
With Finecast TV, brands can leverage addressable household targeting and optimisation capabilities to reach their target viewers at a postcode and household level. This means that telecommunications brands can now connect in an engaging environment with audiences that traditionally have been hard to reach while also reducing ad wastage.
Finecast TV gives advertisers a single point of access to 100% addressable broadcaster quality inventory, regardless of what device the viewer is using to connect. Providing advertisers access to viewers in a trusted and engaging environment.
The Millward Brown methodology looks at media exposure and expenditure by media channel (TV, Finecast, Display and Social), using control and exposed audience samples correlated with delivery by postcode to measure overlap of exposure. Our use of this methodology marks a UK first.
The Lightspeed methodology develops Finecast control and exposed audiences based on pre-screening questions that are specific to the devices and content that Finecast delivers to. Through prompted and unprompted survey questions, uplifts in brand metrics can be quantified.