tv watch time is declining and GRPs are rising – how do we continue to generate reach?
The average Dutch person has been watching less TV for a while now – linear watch time is decreasing (NMO-Kijkonderzoek, 2023). And although we are all watching less television, the costs of advertising on the big screen continue to rise. That’s why Beter Bed looked for an alternative: online!
A smart choice by Beter Bed! But it’s important to remember: the rules of a good online campaign are different from those of a traditional TV commercial. Beter Bed looked for an agency that understands the online rules.
a YouTube commercial that aligns perfectly with Google’s ABCD framework
Hook the audience’s attention, by starting in the middle of the action.
The voice-over mentions the brand in the beginning of the commercial, just before the viewer can skip-away. On top of that, the brand is visible in the entire commercial.
Keeping the audience engaged with a high tempo in the edit and multiple unexpected shifts in the story line.
End with a clear call-to-action, both in-screen as in the VO, even though this is an ad in the awareness phase.
the target audience? we truly got to know them! we developed a media plan that achieved the right KPIs
Through data research on the online behavior of the target audience, we know which online platforms Beter Bed should be active on, how the media mix is used throughout the customer journey, what message is best communicated on each platform, and with which media plan the objectives can be achieved.
This resulted in a 20% lower CPCV (cost per completed view) compared to the benchmark. Thanks to the ABCD approach! Are you planning to create a commercial as well? Create more impact with our digital-first approach. We’re happy to help. Contact us here.
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