From seasonal to always-on TV
Previously only on TV in Q1, our target audience-centric and iterative approach to response analysis has led to a Voyage Privé presence on TV every month of the past year.
A new approach to TV and an ongoing programme of optimisation increased Voyage Privé’s TV advertising from two to 12 months a year
TSW’s TV team used our bespoke analytics platform AdVance to track and attribute sales through the Voyage Privé website. Spotting trends in TV response allowed detailed optimisation of the campaign: by programme (targeting property, and home and lifestyle across our channel portfolio), daypart (maximising efficient conversion in late afternoon) and even to weather conditions (adjusting airtime once we noticed higher response rates during drier periods).