Precise TV’s Christian Dankl advises how to drive sales this holiday season by identifying the most effective ad platform and allocating spend accordingly.
Precise TV’s chairman & co-founder starts with some simple advice: “Prioritise spending your first ad dollar on the largest platform that caters to your target audience the most.” At Precise TV, we compare this approach to filling a tower of champagne glasses, where you begin by filling the top glass, allowing the champagne to flow down to the others. Advertisers should identify the platform that represents the top glass and allocate their resources accordingly.
This ‘champagne tower’ analogy can be applied for all brands and products, however we use it in particular when thinking about kids’ brands focusing on children ages 2-12. At Precise TV, we know exactly where kids are spending their time and where your first pound of advertising should be directed.
Bi-annually, Precise TV, in partnership with Giraffe Insights, surveys 10,000 kids aged 2-12 and their parents to better understand their media habits. Christian shares the findings of the latest Precise Advertiser Report-Kids (PARK), as well as what Precise TV has learned from Antenna Group regarding kids viewing habits.
Christian adds: “As we head into the run-up to Christmas, it is important to note that 35% of kids are starting their wish-lists at least three months before Christmas. Ensuring your ads are facing the correct audience, right now, is essential. According to our PARK study, 82% of parents are planning to spend the same or more, on gifts for their children this year.”
He has further advice on strategies such as taking a data driven approach; embracing storytelling and adopting ‘trend hacking’, believing that advertisers need to adopt a “hack, test, iterate” mentality to stay successful.
In conclusion, Christian says, once you know where your target audience is spending the majority of its time, maximize your opportunity on that platform. To find out more, read the full article, which appeared in the September edition of Toy World here.