Talpa Media

What Stevin gets out of Talpa Media

Talpa puts TV and radio within reach, with SBS6 and Radio 538 as familiar names. That is exactly where it is strong and tricky at once: traditional reach that touches a large audience, but that does not measure like a click. We use it with clients where mass reach matters and not every euro has to drive direct conversion. Where teams get stuck is the link to digital. A TV spot runs, the traffic on the site moves, but whether the two have anything to do with each other stays guesswork as long as both worlds sit apart. That is where Stevin sits. As a layer on top of your stack, Stevin places the broadcast moments next to your digital data, so that a notable move in traffic or searches around a spot becomes a signal a person reviews. Talpa does the reach, Stevin makes visible whether it sets anything in motion.

What you pair it with

Choosing Talpa means you want to be able to place TV and radio moments next to your digital data, otherwise they stay two split worlds. You need your own analytics and ideally your broadcast schedule to recognize movement around a spot. The question that remains is not whether you reach an audience, but whether you see what that reach sets off in your digital channels. Without that bridge you judge traditional media on feel and your digital channels on figures, and the two never speak to each other.

Common mistakes

• →Spending TV and radio budget without placing broadcast moments next to your digital data.
• →Crediting movement in traffic around a spot to the spot without checking it.
• →Keeping traditional and digital media in separate reports that never come together.