Report: TV Advertising Still Reigns Supreme When It Comes To Influencing Buyers

Report: TV Advertising Still Reigns Supreme When It Comes To Influencing Buyers
SHARE
THIS



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.

 

 

 

 

Please login with linkedin to comment

Adzooma TV Advertising

Latest News

Whitehat Agency Signs Layne Beachley & Coogee Bay Hotel
  • Advertising

Whitehat Agency Signs Layne Beachley & Coogee Bay Hotel

Surry-hills based digital marketing agency, Whitehat Agency, has announced two new client wins, welcoming Layne Beachley to the fold as she launches her new self-empowerment platform, Awake Academy, as well as the iconic Coogee Bay Hotel. Layne selected Whitehat to bring her online platform to life, with Whitehat providing a full suite of services from brand development, website […]

Special Group And Uber Eats Take ‘Tonight I’ll Be Eating’ Platform To US & Canada
  • Campaigns

Special Group And Uber Eats Take ‘Tonight I’ll Be Eating’ Platform To US & Canada

Special Group Australia has launched Uber Eats’ ‘Tonight I’ll Be Eating’ brand platform in the United States and Canada, debuting with a showdown between iconic megastars Mark Hamill and Patrick Stewart. The launch of ‘Tonight I’ll Be Eating’ in the US and Canada follows its profound success in Australia, Taiwan and Japan. The recent iteration […]

Five By Five Launches ‘The Film 2020 Deserves’
  • Advertising

Five By Five Launches ‘The Film 2020 Deserves’

Independent creative agency Five by Five Global has launched UK Indie film Invasion Planet Earth into Australian and New Zealand, with a campaign titled ‘the film 2020 deserves’. A low budget homage to science fiction classics, Invasion Planet Earth is a passion project brought to life after nearly twenty years of production by its maligned director. Five by Five […]

[INVNT GROUP] APAC Boosts Through The Line Offering With Three Hires And New Sydney Office
  • Advertising

[INVNT GROUP] APAC Boosts Through The Line Offering With Three Hires And New Sydney Office

[INVNT GROUP], THE GLOBAL BRANDSTORY PROJECT today announced the appointment of Ee Chuan Fong to the role of Creative Director for branded content studio and content marketing agency HEVĒ in APAC, Colin Burling Blake as Director of Strategic Accounts, [INVNT GROUP] APAC, and Tim Prosser as Senior Graphic Designer for global live brand storytelling agency, […]

Get To Know Your WIM Judges: Milk & Honey PR’s Maggie Gaston: “Leading With Values Can Address Industry Challenges”
  • Media

Get To Know Your WIM Judges: Milk & Honey PR’s Maggie Gaston: “Leading With Values Can Address Industry Challenges”

There’s something quite ironical, dare we say ‘sweet’, about a company called ‘Milk & Honey PR’ being B-Corporation certified. Or, perhaps it’s just B&T’s penchant for puns. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating their invaluable […]

by B&T Magazine

B&T Magazine
CRE8IVE Enhances Digital Offering With Appointment Of Two Senior Digital Experts
  • Advertising

CRE8IVE Enhances Digital Offering With Appointment Of Two Senior Digital Experts

Integrated creative and communication agency, CRE8IVE has bolstered its digital capabilities with the appointment of innovative digital experts, Andrew Mackay (feature image) and Vishal Sahody. Andrew will now head up the CRE8IVE Digital division, as Digital Director, and brings over a decade of experience in traditional and digital marketing strategy and program management, project management, […]

Georgia Woodburne Takes New APAC Role At Inskin
  • Advertising

Georgia Woodburne Takes New APAC Role At Inskin

Digital display advertising provider Inskin has announced that Georgia Woodburne will be taking up the role of General Manager in the APAC region. She will be managing the commercial, operations and design teams across APAC and play a key role in the decision-making process for the region going forward. The news corresponds with a surge […]

Chaser Stunt Takes The Piss Out Of The Star Casino Covid Safety
  • Campaigns

Chaser Stunt Takes The Piss Out Of The Star Casino Covid Safety

The Chaser has released a video that takes the piss out of The Star Casino’s handling of Covid safety. The stunt – performed by newcomers Aleksa Vulovic and Alex Apollonov – involves the Chaser comedians repeatedly attempting to get into The Star, while pretending to have Covid. The duo tried their best to gain access […]

MediaSmiths Snares Ex-Carat Investment Director Corey Eyre
  • Media

MediaSmiths Snares Ex-Carat Investment Director Corey Eyre

Independent media agency MediaSmiths today announced the appointment of senior media industry executive and former Carat investment director, Corey Eyre, as senior account planner. In his role, Eyre will be involved across a number of the agency’s key clients as well as taking the lead for end-to-end planning, buying and execution of their campaigns. He […]

Male hand with its thumb down.
  • Opinion

Stop Paying The Negativity Tax: Ad Adjacency Matters More Than Ever Post-COVID

There’s plenty of bad news in the world right now. In this opinion piece, Pinterest CMO Andréa Mallard reminds advertisers of the power of positivity. More nights last spring than I’d like to admit, I found myself ‘doom-scrolling’: Mindlessly thumbing through my feeds full of scary statistics, grim updates and fear-inducing ads. It was exhausting—and […]

Opinion

by B&T Magazine

B&T Magazine
Toluna Snares Sej Patel As New Head Of Business For Australia And New Zealand
  • Media

Toluna Snares Sej Patel As New Head Of Business For Australia And New Zealand

Customer intelligence platform Toluna has appointed consumer intelligence veteran Sej Patel to the role of Head of Business for Australia and New Zealand. With over 20 years’ experience in consumer intelligence and data analytics, Patel will be responsible for continuing to drive Toluna’s rapid growth across both Australia and New Zealand. Having kickstarted his career in the […]