The chemical laboratory CRB Analyse Service GmbH has been on a steady growth course for years and already successfully uses various digital marketing channels. In order to increase the target group, the Hardegs-based company now relied on TV advertising for the first time and commissioned Blackbit to create an advertising spot.
As a result of the spot, viewers of this TV commercial should also be reminded of the TV spot through remarketing - i.e. by means of a display ad - and should be won over as new customers for CRB.
Define target group and evaluate with Google Analytics
The commercial, which is about 20 seconds long, was shown on the Sky family of channels and DMAX in June and was broadcast almost 600 times, which corresponds to about 20 broadcasts per day. The advertising form of our TV spot - direct response TV - includes a call-to-action element and is intended to trigger an immediate action on the part of the viewer.
The call to the CRB website by the TV viewer can be recorded. For this purpose, our analysts programmed a time-controlled usage recording, which is fed from the broadcast schedules and first registers the users who access the CRB website within 160 seconds of the spot being played. We have captured this target group in Google Analytics and subsequently placed the display advertising on the websites it calls up. In order to achieve a recognition value, the display advertising has retained the design of the spot.
Thanks to Remarketing get more out of TV advertising
Often it seems to be very expensive to place a commercial on TV. TV advertising does not have to be as expensive as many people might think: If you broadcast commercials on smaller stations that fit your clientele, you can keep your expenses low.
remarketing is a strategic component of your online advertising - regardless of whether you want to attract new customers or increase your level of awareness. If you want to achieve added value from your advertising, rely on a remarketing strategy to inspire your prospects to choose you.
With clever online advertising you can ensure new customer acquisition and a recognition value that pays off beyond the social media channels.
CRB has achieved a record number of visitors to its website in the month of broadcast, which has been running for five months and is well above previous years. New customer acquisition has tripled, brand-related search queries have increased massively since TV advertising - and this with a financing range of less than six figures for this entire order.