It has appointed digital customer relationship marketing agency RedEye to improve its online campaigns. The primary function of its online marketing is to raise awareness among those who deliberately or unintentionally avoid buying a licence.
TV Licensing will use the web to target students as they are not only more likely to buy TV licences online, but also the most likely to avoid paying for them at all.
RedEye will analyse the effectiveness of TV Licensing's digital campaigns to determine the best media channels for marketing spend. It uses a mixture of banner ads, sponsored keyword searches and affiliate website referrals to generate traffic to www.tv licensing. co.uk.
RedEye will work in tandem with TV Licensing's direct agency, Proximity London, to produce more integrated campaigns.
Nicola Myles, online account director for TV Licensing at Proximity London, said: 'A key aim of the website is to make it easy for people to understand whether they need a licence. We are looking at ways in which the web can help us find further cost efficiencies in the collection and administration of the fee.'
Advertising for TV Licensing is handled by Abbott Mead Vickers BBDO.
In April, 24.5m licences were in force in the UK, with evasion at an all-time low of 6%.
Earlier this year TV Licensing launched its biggest campaign to date.
It targeted students and their parents and aimed to tackle apathy toward buying a license.
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