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We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
FEATURED
NCSolutions (NCS) has joined Circana!
With this acquisition, Circana expands its media capabilities to help clients better plan, target, measure, and optimize media investments across channels... read more
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Circana's Data-Driven TV Advertising Insights
TV advertising is an evolving landscape. As the granularity of consumer data increases, new advertising trends emerge, & tools gain new functionalities, brands and marketers need clear and comprehensive recommendations. At Circana, we combine our extensive industry benchmarking, deep understanding of consumer behavior, & experienced insights from our industry thought leaders to provide actionable strategies proven to improve campaign ROI.
How To Improve Your TV Advertising Strategy
Create Messages That Resonate With Your Audience
Brands need to explore messaging that resonates with their audiences, both in terms of how they present their products/services and how they present their overall brand. Circana has tracked how consumers demand transparency and accountability from brands, as well as the efficacy of inclusive marketing. Circana's partnership with SeeHer revealed data-driven trends in how authenticity and inclusivity from brands led to measurable sales lifts.
Use TV To Complements Other Advertising Channels
Circana's research has shown how cross-channel integration of linear TV advertising with addressable TV can enhance the impact of a campaign. Understanding your marketing mix and the synergistic impact of running campaigns concurrently across multiple channels is vital to reaching the right consumers, with the right messages, at the right times.
Leverage Advanced Audience Targeting Strategies
CTV data has revolutionized the opportunities that marketers and brands have. Relying on old-fashioned audience targeting strategies leads to wasted campaign potential. Cross-platform insights and verified purchase data can help brands target audiences based on purchase behavior for the most accurate targeting strategies.
Circana's Measurement Solutions
Marketing Mix
Assess Media Channel Performance Across Markets
Circana's Marketing Mix combines granular point-of-sale and causal data to accurately model and forecast campaign performance. This solution provides a holistic view of the full spectrum of marketing tactics and actionable strategies for creating comprehensive campaigns across marketing channels.
The Benefits Of Audience Targeting For TV Advertising
Demographic/Geographic Targeting vs Purchase-Based Targeting
Across a brand's marketing mix, it is vital to understand audience segments and identify the strategies that will lead to the highest engagement for those groups. Traditional TV advertising often misses opportunities due to its inherent broad reach. Segmenting audiences based on geography or traditional demographics leads to wasted potential. Customer segments have never been less homogenous, while media channels have never been more diverse & flexible. Harmonizing granular point-of-sales data with industry data can help define actionable insights and strategies to target the right audience segments based on their purchasing behaviors.
Building Credibility & Trust Through TV
One of the key benefits of TV advertising is its positioning for consumers. Because of its long history, traditional TV ads can give a sense of legitimacy to a brand and build trust in a message. By combining this with a strong understanding of your audience segments, TV advertising can build and reinforce a brand for target audiences, while other digital channels continue to target that group.
