Utility of Creatives for Network TV
37
MAXIMUM UTILITY OF
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Maximize your Creative Team by looking at each project from four different perspectives
Transcript of Utility of Creatives for Network TV
MAXIMUM UTILITY OF
We should look
at each problem
from
We should look
at each problem
from 4
We should look
at each problem
from 4 DIFFERENT
We should look
at each problem
from 4 DIFFERENT LENSES
AS
AS
AS THE
AS
Divide the
Creatives
Divide the
Creatives into
Divide the
Creatives 4 into
Divide the
Creatives 4 into multi-
disciplinary
teams
Divide the
Creatives 4 into multi-
disciplinary
teams
WHAT KIND OF SHOW
DO I WANT TO WATCH?
WHAT KIND OF SHOW
DO I WANT TO
ADVERTISE WITH?
WHAT KIND OF SHOW
CAN SOLVE MY
BUSINESS OBJECTIVE?
WHAT KIND OF SHOW
WILL I BE HAPPY TO MAKE?
Identify Audience Profile,
Audience Behavior,
Household Dynamics
Identify active advertisers.
How do they prefer to
communicate? How can a show
serve these advertisers?
Pinpoint the business objective
3-Way Test: Will I watch it?
Will my parents watch it?
If I have children,
will I let them watch it?
MAXIMUM UTILITY OF
