Can the results of your online campaigns compete with TV advertising?
Marketers usually reach for investments in TV when planning campaigns where the goal is to reach a wide target audience. Television is a traditional part of the media mix and is characterized by massive reach but also high cost. Today, thanks to the high internet penetration in the Czech population, TV can compete with online advertising, write Petr Struna & Jan Saivera for Médiář.
Ogilvy Performance Marketing has long guaranteed its clients a 99% viewability and 94% viewability. It is also newly adding the maximization of Viewable Target Rating Points (vTRPs), which allow advertisers to easily compare the costs of different media channels and evaluate their performance.
After last year's testing, Ogilvy Performance Marketing has also been using Viewable Target Rating Points in client online campaigns since January. This metric has recently been integrated into Google Marketing Platform, a digital advertising ecosystem designed to manage and analyze advertising campaigns.
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