Global as well as local figures show the extent to which online businesses are now investing in TV advertising, in some countries becoming the biggest investors in TV.
Locally, some of the world’s biggest tech giants spent significantly more on TV advertising in Australia in 2017.
According to Nielsen Adex, in Australia, Google spent six times as much on TV advertising, reaching A$11.3 million, and Apple increased its ad spend by 17.4 per cent to A$20.2m.
Amazon backed its Australian launch with a TV ad investment of A$3.2 million, and Uber increased its TV spend with a first investment of A$3.4 million.
ThinkTV Australia CEO Kim Portrate said on the results, “It’s wonderful to see some of the world’s fast-growing, most innovative companies investing more into TV advertising to grow their brands.
“These are some of the most iconic brands of our age embracing the power of today’s TV, an experience that is viewable on any screen at any time, to touch consumers with some of the finest creative executions around.
“The smartest brands know that TV reaches more people faster than any other media, is brand safe, generates the greatest return on investment and commands the most attention, which translates directly into sales.
“TV also partners beautifully with online-only media.”
The figures compiled by The Global TV Group show that brands such as Amazon, Zalando, Netflix, Expedia and Airbnb are building their image, reputation and sales through the reach and influence of TV.
Speaking on the study, Google Australia and New Zealand director of marketing Aisling Finch said, “Like most marketers, we use a range of channels to achieve campaign objectives.
“We know that audiences engage with content across different platforms at different times, and marketers do the same.
“For campaigns such as the launch of Google Home we used a combination of radio, TV, cinema, print, outdoor and online channels including search, YouTube and social.
“In this campaign, we found the combination of contextual media and creative drove stronger uplift.”
The investment trend demonstrates the strong relationship between TV and online, with viewers armed with internet-connected devices able to respond to TV advertising immediately.
Ebiquity Asia-Pacific MD Richard Basil-Jones added, “There’s no one medium that fits the bill and all media recognise the strengths of other media.
“The biggest e-commerce and online players in the world recognize what TV offers and TV is open and smart enough to understand that they need to embrace online too.
“The big digital players certainly recognise TV’s ability to reach mass audiences fast, to generate a superior return on investment and to generate sales through 100 per cent viewability.”