How regionality can supercharge your businesses now
Almost every business decision we take weighs up the balance between risk and opportunity. So, here goes!
At the risk of suggesting you might want to spend less with ITV (heaven forbid!) I’d like to remind you of a powerful opportunity: the joy of a regional campaign test.
It’s a timely test for testing times: a chance to test region-by-region, in a flexible way, whilst reducing financial risk in the process if you do it now.
ITV may be a global business, but we sit at the heart of the UK’s nations and regions. From the very beginning, regionality was key to ITV’s success and expansion, and it remains so today.
Our regional news accounts for our biggest single investment beyond the soaps, reaching over 6m viewers each weekday evening across the UK. Our programming tells the daily stories of every region across the British Isles, from drama to soaps to factual entertainment. And our people are based right across the UK too – with 43 ITV sites, and over half our team based outside London alone, embedded in communities right across the UK.
Regionality defines us, and it’s a great opportunity for brands and agencies right now too, especially if you aren’t already benefiting from it. Here’s how...
Superserve local communities
Despite uncertainty about what the lockdown exit strategy will be, what is certain is that each of us is part of a local community, at a time when ‘community’ means more than ever. With businesses across categories potentially opening up store-by-store and region-by-region, ITV’s 14 regions help you follow your audience and mirror your operational return to ‘normal’. So, superserve your customers by…
* Tailoring your creative with a relevant regional message or regional accent
* Upweighting regions where your stores are open
* Adding new regions week-by-week as more of the UK returns to normal
* Adding addressable targeting capabilities on ITV Hub to reach lighter TV viewers and thus increase your campaign reach
Cut costs and risk
With the cost of advertising on ITV about half the price in May 2020 that it was in May 2019, you can afford to spend less. The truth is, advertising on ITV has never been such good value
Alongside much higher levels of viewing across linear live viewing and ITV Hub, your campaign will be seen by more people than a year ago too. To de-risk further, book your campaign week-by-week, capitalising on late access to airtime without penalty as we aim to make TV buying more flexible. For instance, you could make the following weekly savings year-on-year with 100 TVRs targeting adults (SAP):
*North: down from £79,629 to £28,328
*Midwest: down from £105,732 to £40,944
*UTV: down from £7,368 to £2,428
With the further incentive of 30% extra value on ITV Hub VOD bookings in May to add to this, you will be reaching even more people through this investment.
Test and learn as you scale up again
From mass simultaneous live reach in linear to 31m registered users on ITV Hub, everything can be broken down by region and by audience to enable you to test and learn as you scale up again.
Many advertisers already capitalise on our regionality – that’s why over half of ITV’s advertisers are able to build their business successfully by spending under £50,000 with us. It has been a great gateway for businesses to scale up from launching in one region to becoming national brands, such as:
* People’s Postcode Lottery who started in Scotland region only and now have millions of customers nationwide and sponsor Emmerdale
* Jet2 who added regions as they added airports to go from Leeds Bradford Airport, advertising on ITV’s Yorkshire region, to becoming a major flights and holiday brand nationwide
* Some of the nation’s biggest retailers like DFS (who started in Central East) and Furniture Village (who started in Meridian) whose store opening strategy over the years has mirrored ITV regions, adding new regions as it became cost efficient
* A new generation of digital native brands like Checkatrade who started in Meridian South Coast micro-region, before scaling up over time and across regions to become a major national brand
The developing ‘new normal’ brings new rules from media planning to creative messaging, so now is the time to test and learn with different strategies in different regions to see what works best. What is the optimum share of voice? How should you phase your campaign across the week? Are customers in market in a different way to how they shopped before for your category?
A simple regional test and control approach will help you get some quick learnings and speedy wins. Only ITV’s regional network gives brands the ability to do that at scale flexibly.
There’s never been a better time to take advantage of ITV’s regionality and flexibility, by minimising risk and maximising opportunity.
Business Development Director, ITV Commercial
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