TV Response, a full-service satellite TV media agency, claim to revolutionise the cost of direct response TV advertising and making it a feasible alternative to Google “Pay Per Click” advertising.
The agency has been formed by a group of TV specialists and will be a division of the “The Content Gym” which is financially backed by serial entrepreneur Steve Endacott and run by Managing Director Paul Edwards.
Edwards commented “As travel restarts, the price of the Google auction for key travel terms is set to escalate as the larger players compete for top positions, which makes PPC (Pay Per Click) very expensive and not feasible for smaller brands. TV Response’s satellite TV packages can provide an alternative, delivering both a lower cost per visitor and greatly enhanced brand visibility and recognition.
TV Response believe that key to cost effectiveness is keeping the production costs of the TV advert to a maximum of 25% of the total budget, even when packages start from £10k for a campaign.
Edwards explains “Advanced tools coupled with years of experience, allow in-house creative experts to script direct response adverts using pre-shot and licenced stock footage, so that we can produce full adverts with voice over more cheaply than ever. Obviously, the larger the total budget the more we can introduce dedicated filming and production, but customers are amazed at the quality of our starter packs”.
TV Response claim that the second key element of a successful campaign is understanding which channels and times of days give the best response per cost.
MD Paul Edwards commented “Peak time slots during Coronation Street may be great for general brand building, but deliver an awful cost-per-lead generated. We focus on identifying low-cost, secondary satellite channels that during the day are incredibly cost efficient and have a female dominated audience who are loosely engaged and willing to be diverted to searching for a holiday.”
TV Response understand the importance of targeted advertising to many clients, as well as direct response and branding campaigns. TV Response work with ITV, C4, and many more; including the world leaders in Addressable TV: AdSmart from Sky. AdSmart have the very unique capability of sending different adverts to different households despite the fact that they are all watching the same TV program. Targeting is based on a household’s make-up re: demographics, interests and location. Such granularly targeted campaigns are made possible thanks to AdSmart from Sky's 1,400+ targeting attributes.’
Media Purchasing Director Austin James commented “Working with customers to clearly identify common attributes of its customer base, allows us to use Sky Adsmarts to identify when “Lookalike “customers are watching TV and place targeted direct response adverts in front of them, that deliver a highly qualified lead which is 20 times more likely to book, than a customer just stumbling across the brands website via Google.
Chairman and investor Steve Endacott commented “Many business sectors are now looking for alternatives to the very expensive Google customer acquisition route. The experience of the TV Response team is second to none and I’m backing them to provide exactly this alternative, using what I refer to as “Longtail” TV advertising using smaller satellite channels, combined with the science of Sky Adsmarts and a low-cost TV production. TV provides a level playing field, as the big guys cannot block out the top spots of visibility in the same way they do on Google, with smaller brands getting a big profile boost by “As seen on TV” halo effect.
TV Response offers what it refers to as “Tool Kits” starting at £10k, which they refer to as “taster” kits, with clients upgrading to more expensive packages once they have seen results.
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