How to plan a successful TV branding campaign with contextual targeting

Sydney Vieira

Building a successful TV branding campaign requires a clear strategy and careful planning. Here are the steps you can follow to create a compelling TV branding campaign.

1. Determine your marketing goal

One of the most common mistakes made by those new to TV advertising is failing to define what they want to achieve with their campaign. When investing money in a TV ad campaign, you must first define success. Once you've determined whether to raise brand awareness or achieve a specific goal, such as increasing app downloads, you can start defining your target audience.

2. Find your target audience

You must develop a solid data-driven strategy to identify your audience and the platforms they use. The most important thing to remember is that you want to reach as broad an audience as possible with the most relevant content. Determining contextual relevancy by studying the language of movies and TV shows and applying this knowledge to contextual targeting will help you maximise the success of your ad campaign.

Finding the right audience using contextual targeting

Contextual targeting involves analysing the content and context of TV shows, movies and other programmes to determine what ads to show viewers. Here is how contextual targeting can help you find the right audience for your TV ad campaign.

  • Relevant content: Contextual targeting ensures that the ads are relevant to what the audience is viewing. For example, contextual targeting can show food-related advertising if the viewer is watching a cooking programme.

  • Specific demographic: Contextual targeting can also help identify the demographics likely to watch certain types of content. For example, if a TV show features topics relevant to teenage girls, they will be targeted with relevant ads to this demographic group.

  • Brand safety: Contextual targeting can also help ensure brand safety by avoiding showing ads in inappropriate or sensitive contexts. For example, ads for a travel company would not be appropriate to show during a documentary about a natural disaster, whereas a documentary on the history of rail travel would be relevant.  . 

  • Ad relevance: With contextual targeting, you can increase the relevance of ads, which improves their effectiveness. Viewers who see ads relevant to the content they are watching are more likely to engage with them.

The role of relevance in boosting purchase intent

Relevance is essential in promoting purchase intent in a TV ad campaign. When an ad is relevant to the context of the programme it is aired during, , it can capture the viewer’s attention, engage them emotionally, and encourage them to consider the advertised product or service. Ad relevance also increases brand recall, as viewers are more likely to remember brands relevant to the moment. 

According to a new Integral Ad Science study, contextually relevant ads boost brand favorability and purchase intent. As reported by eye-tracking studies, displaying advertisements in a relevant context draws more attention from viewers than displaying advertisements out of context. The difference was so significant that the in-context ads were the first thing participants noticed when they arrived at the page. Viewers needed an extra 6 seconds to notice out-of-context elements. Furthermore, this study found that viewers exposed to contextual ads had 14% higher purchase intent and 5% higher brand favorability.

According to these findings, the role of relevance in contextual targeting is an essential factor because it increases purchase intent, brand favorability, and brand recall. As a result, advertisers can improve the effectiveness of their marketing strategy and drive more sales and brand awareness by incorporating relevance into targeted TV ad campaigns.

Determine contextual relevancy by looking at language

We can examine the language used in TV shows more closely to improve contextual targeting. Advertisers can gain a better understanding of the context of the programme and the relevance of the ad by analysing the language used in a specific episode of a TV show, as well as its content and sentiment. Advertisers can thus discover a broader range of programmes to target than they may have previously considered and target them on VoD.

Here are some ways in which language and sentiment analysis can help determine contextual relevance for TV ad campaigns:

  • Identifying keywords: Language analysis can help identify the keywords and phrases commonly used in the TV programme. Advertisers can use this information to create ads that are relevant to the context of the programme and the viewers’ interest.

  • Identifying themes or topics: After identifying the keywords, language analysis tools such as NLP can identify the relevant topics in a specific episode, which helps advertisers to identify relevant spots more accurately

  • Analysing sentiment: Language sentiment analysis is then applied to these identified topics, identifying the sentiment regarding a particular topic, product or service mentioned in that segment. Advertisers can use this information to identify a wider range of contextually relevant programmes for advertising.

7th Minute offers one of the best tools on the market that helps you determine contextual relevancy for your TV ads. By analysing language in TV programmes, 7M Discovery can help you determine keywords, topics and sentiment to improve your contextual targeting. You can sign up for your free account here to discover easy ways of leveraging your TV data for improved contextual targeting.

3. Develop your brand messaging

Creating brand messaging for your TV ad campaign is critical because it can help you communicate your brand's unique value proposition and benefits to your target audience. A well-crafted brand messaging creates an emotional connection with your target audience, distinguishing you from the competition. Using consistent and clear messaging across all of your TV commercials, as well as language that resonates with your target audience, will increase brand awareness and, ultimately, sales.

4. Build a creative concept

Developing a creative concept for your TV ad campaign is critical because it can help capture viewers' attention, communicate your brand's messaging memorably, and differentiate your brand from its competitors. You can create a TV ad campaign that engages and resonates with viewers while also achieving your objectives by defining your objectives clearly, identifying your target audience, brainstorming ideas, and refining your concept before producing and distributing your ad.

5. Determine your budget

Before you begin creating ads, you should first determine your campaign’s budget. It can assist you in setting realistic goals, allocating resources effectively and achieving a positive return on investment. By researching industry benchmarks, considering production and media buying costs and allocating your budget effectively, you can ensure that your TV ad campaign engages and resonates with your audience and achieves your objectives while staying within your budget.

6. Choose your media channels

Choosing the appropriate media channels for your campaign can help you reach your target audience more effectively, maximise your exposure, and meet your advertising objectives.

Researching various media channels, such as broadcast networks, cable networks, or streaming services, will help you understand their reach, demographics, and pricing options. You can evaluate their effectiveness in helping you reach your goals by looking at viewership, audience demographics, and engagement metrics. Additionally, consider what time slots are more likely to reach your target audience.

7. Plan your media schedule

A media schedule is a plan that specifies when and where your TV ads will air during your advertising campaign. It is a calendar that sets the dates, times, and channels where your ads will appear. A media schedule can assist you in effectively planning and organising your advertising efforts, reaching your target audience at the right times, maximising the impact of your ads, and avoiding scheduling conflicts with other advertising campaigns.

8. Measure success

You must measure how the audience interacted with all elements of the campaign to determine if it was successful and to help guide future strategies. Therefore, a comprehensive marketing strategy must include measurement. You can improve the effectiveness and impact of your TV ad campaign by tracking and analysing relevant data and KPIs, comparing your results to industry benchmarks, and using A/B testing to optimise your strategy.

Key takeaways

Creating a successful TV ad campaign requires the use of data and meticulous planning to achieve the desired results. One of the most important steps is defining and finding your target audience, as your marketing success depends on it extensively.

First, you must identify contextually relevant spots in TV programmes to be able to show relevant advertising material to your viewers. Discovering the most appropriate times, channels, and programmes are more accessible with tools such as 7M Discovery, which helps you identify the right context by analysing keywords, identifying topics and conducting sentiment analysis on a given programme. Using this information, you can find the most appropriate context for your TV ad campaign on various channels and programmes.

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