The Perspective 
Wednesday, 29 January 2014

In a recent article I wrote about creating great content templates and how that templates can be used effectively.  The biggest issue is determining how many templates that I may need for my network based on day parting and the potentially diverse demographics in front of my screens.

For any network, one needs to create a set of meta-templates that are refreshed at least once a quarter. This isn’t an exercise in re-branding the company or building an entirely new visual language for the network, but one should create variance that introduces new elements into the ones that have already enjoyed a 3-month run. For example, create a series of templates that have corporate branding elements for a specific purpose. You may have a series of compliance messages that you need to get out, so create a template that is designed for that type of message. The viewer will learn that when that particular template is up, the content pertains to workplace compliance. Creating templates with branding elements for other types of messages will also play well with viewers. If you use the same template for everything, the viewer will get tired of the same look all the time.

To better understand how many templates one will need to keep a network fresh and relevant to the demographic, a simple formula can assist in creating the right number of templates: D × V = T or (day parts) × (visits) = (demographic templates). This is based on each demographic one takes into consideration, then one can take all the demographics and add them up for the TT (total number of templates) required using a message template similar to the example (Figure 1). One can lay out in a spreadsheet the number of versions of the message one needs in a given month and understand what time of day the specific demographic is in the venue. This will tell one how many versions of the message one may need to keep it fresh and when to put the versions in the schedule. For this example the monthly visits (V) for demographic 1 is 3. So to create the right number of fresh templates for demographic 1, simply multiply the day parts (D) = 5 by visits (V) = 3, which totals 15 templates (T). One can do the same for demographic 2, where day parts (D) = 2 and visits (V) = 6, which totals 12 templates (T). And a grand total for all templates is 27 total templates (TT). One then knows that during the week between 8 and 10 o’clock in the morning, one needs to play demographic 1 on Monday and Wednesday, and between 10 o’clock and noon one needs to play the ad targeted toward demographic 2. The target demographic ad versions can be altered slightly based on the templates.

Posted by: Admin AT 09:18 am   |  Permalink   |  0 Comments  |  
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