It’s the industry debate that simply won’t go away – the effectiveness of TV advertising. The digital camp protests that telly’s best days are behind it, while others (arguably headed by Professor Mark Ritson) argue there’s plenty of life in the old dog yet.
And a new report would appear to validate putting your marketing spend into TV.
The study was done by UK digital marketing platform Adzooma and interviewed 2000 participants on the value of TV advertising.
Some 56 per cent of respondents agreed they were more likely to buy something as a result of seeing a TV commercial over any other type of marketing, while 23 per cent consider a brand’s website as part of the purchasing appeal.
According to the Adzooma study, TV ads were in front of celebrity endorsements and online video adverts for effectiveness.
But brands also need to shout their green credentials too, with 30 per cent of respondents saying they take notice of a product’s environmental impact.
When it came to online ads, 26 per cent had bought a product after it featured on a sponsored social media post, while 18 per cent had committed to a purchase after seeing an outdoor poster campaign.
In better news, 65 per cent of respondents agreed that advertising helped them make a purchase and 20 per cent of those confessed they’re more likely to buy a product if they’ve seen an ad for it on multiple occasions.
Targeted ads are also an effective tool too. The research revealing that 61 per cent of people were grateful for being shown ads based on their online search habits.
When it came to FMCGs, some 43 per cent of respondents said it took them only seconds to decide on an item in the grocery aisle.
Apparently, there’s not much thinking going into online shopping decisions either. Some 63 per cent admitted to making an impulse purchase while surfing the internet.
And 62 per cent agreed they often shopped online simply because they were bored.
A third of respondents agreed they were now more likely to shop online than in-store, while 25 per cent said they still preferred the bricks and mortar experience.
And lockdown has been good for online shopping. The study found that the average Brit now spends an extra three hours a week browsing or shopping online.
Half of respondents admitted shopping online made them happy, two-fifths said it made them feel excited, while 16 per cent admitted to feeling guilty about buying stuff online.
A further 45 per cent said shopping made them feel good, 38 per cent said they liked trying new things and 60 per cent like to treat themselves. A further third said they would buy things to spoil other people, with nearly half agreed buying things put them in a good mood.
Commenting on the findings, Rob Wass, co-founder and CEO of Adzooma, said: “There are so many things which factor into what we buy, and it’s interesting to see how traditional advertising still plays such a big role, as well as the rise of online activity.
“We are still making a buying decision from things like social media ads and website advertising, and it just shows that this is a marketing tool which still needs to be perfected and optimised.
“Of course, price and quality will always play a key part in what we buy, but when torn between two equally great products, it can be as simple as seeing it in multiple places that makes you feel more inclined to buy something,” Wass said.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]