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Do digital brands need a new metric for planning TV?

July 01, 2019 / Natasha Fourie

It’s a wise decision, since TV remains the most heavily consumed media platform among adults of all ages. However, these TV campaigns are usually planned according to the reach and frequency that could be achieved against a specific target market. Is this traditional way of TV planning still valid for digital brands in a time when marketers are under increasing pressure to prove their value to a company and to show ROI on all marketing campaigns, including offline? The fact that your TV ad reaches the right people frequently enough, still does not mean that those people will engage with your website or download your app.  And since brands don’t have unlimited marketing budgets to throw good money after unmeasurable TV campaigns, a different approach to TV planning is needed for it to be a performance medium.   What does it mean to apply a performance approach to TV planning?