In good news for David Gyngell, A US study has found that TV advertising effectiveness has remained steady during 2009-2014 and has outperformed digital and offline channels at driving key performance metrics.
The study was commissioned by Turner Broadcasting and Horizon Media partnered with marketing-analytics company MarketShare. The study meta-analysed thousands of marketing optimisations used by major advertisers from 2009 to 2014.
Some of the key findings included:
1 TV has the highest relative efficiency in achieving KPIs
Analysing advertising performance across a wide variety of industries and media outlets including television, online display, paid search, print and radio advertising, MarketShare found that television had the highest relative efficiency at driving such KPIs as sales and new accounts.
2. TV has maintained its effectiveness over the most recent five years
TV advertising has been equally impactful in 2012-2014 as it was in 2009-2011—despite the explosion of digital media over that time. TV was the only medium to maintain its effectiveness (a 1.5 per cent decrease in five years) while the other advertising media—both online and offline—declined more than 10 per cent.
3. TV marketers can further optimise spend with high-frequency consumer interaction data similar to digital
TV advertising drives a high volume of measurable actions such as inbound calls and website visits, hence TV advertisers can utilise these interactions to quickly evaluate TV advertising effectiveness across channel group, day part, campaign, and creative. MarketShare was able to recommend a large reallocation amongst TV outlets that drove a nearly 6 per cent sales increase for a brand.
“We funded this analysis due to advertiser concern that TV effectiveness in driving ROI had decreased,” said Howard Shimmel, chief research officer, Turner Broadcasting. “This analysis clearly demonstrates that TV ad effectiveness remains powerful and has not diminished, maintaining its leadership strength over other forms of media.”
“In spite of new and evolving media platforms and rapid changes in consumer habits, TV’s effectiveness has not been diminished,” added Shimmel.
“Our clients need our continued perspective on the effectiveness and efficiencies of video options across multiple platforms,” adds Eric Blankfein, chief of WHERE at Horizon Media. “From where I sit, as the chief of the WHERE group at Horizon, we saw the value of partnering with Turner and MarketShare to garner those perspectives and determine how OLV and TV can best serve clients across numerous business categories. Through this partnership, we have seen the quantified contribution of television to positive business results. It answers many of the questions our clients bring to us every day.”
For more information on the report, click here.
Please login with linkedin to commentrealitymine
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]