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.
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