By: Carolina Cadena

Remember a time when there was budget in the marketplace? There was budget for the company's biggest 360 branding campaigns that would win worldwide recognition, but times have changed. Every single cost is being analyzed, many fixed costs are being reduced and ROI has become the key element in every decision that's made. The trend that is visible in today's marketplace is that there needs to be a direct relationship between the advertising budget and the return on that investment. Clients are requesting a month-to-month, day-to-day, minute-to-minute analysis of their campaigns' response in order to make changes efficiently as needed and not waste time or money.

As a professional who has experience working in TV, I can see that TV is one of the media that is shaping itself to the needs and demands of the clients. Not only are the commercials inciting viewers to take action NOW by using promotions and time-sensitive campaigns instead of just promoting and educating the target on the product's strengths, but the planning and buying is also changing.

Budgets are no longer being spent based solely on Target Rating Points in order to decide if the channel reaches high audiences. What's also being analyzed is the the conversion rate of the TRPs. Client's are monitoring the calls, Web site views and buys that are being brought in during the campaign by using a specific number and/or web address. Volvo is an example of a brand that's currently running a campaign where a TV commercial directs viewers to a campaign-specific Web site for a one-month promotion. Volvo has endorsed the movie New Moon (the sequel to Twilight) and they are enticing viewers to go the Web site and register for a sweepstakes for a private screening of the movie and a meet and greet with the actors. The brand is prompting viewers to take action NOW and in a measurable manner.

For effective ways to implement television, please contact your US Media Consulting Representative at 305-722-5500.