How to Prepare for TV Up-Front Strategy and Seasonality - Television Advertising Best Practices

Tracy Woodworth, Media Analyst at Convertro ( talks about the factors in preparing for strategy and seasonality for up-front TV. by looking at and being cautious of seasonal as well as cyclical factors it is easier to make intelligent decisions.

  1. Use Current and Past Business Cycle Data to make Intelligent Decisions
  2. Take Advantage of Strong Seasonal Factors
  3. Beware of Seasonal Downturns as well
  4. Drill-Down Dimensionally into the Data at the Lowest Grain to Normalize
  5. Make Great Decisions!

The best way to actually take a look at how to prepare for your TV up front strategy and how to lay in some good strategies for seasonality is to either, A, take a look at the past business cycle for your own business or your service product, or you’re going to want to take a look at what your competitors are doing and how they’re actually performing in the market.

And so you’ll be able to take pretty strong advantage of the seasonality factors if you really just pay attention to the timeline and the chronological order of how the seasons affect and how holidays will affect and how weekends will affect and how just the economical attitude will be adjusted. And so if you take a look at that, and then you also take a look at how the downturn will just dimensionally draw into the data.

You will be able to see where you need to be pushing, where you need to be bidding up any of you strategies or where you need to be bidding down, where you need to be increasing your saturation or just your awareness in general.

And so overall, if you’re just aware of how your data reacts to chronological timelines and you base all of your real time optimizations off of the data that you are actually seeing, you should see your campaign become a lot more profitable overall.