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The relationship between TV advertising and other media, showing how powerful TV advertising can be when used alongside leaflet door drops.
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Landing Slide
TV Builds Brands But Does It Drive Response?
..And It Must Be Cost Efficient Measurable Response
Historically There Have Been Perceived Obstacles to Using TV as a Response Medium
Airtime Cost
Production costs
Lead times
TV Can Represent A Pivotal Role In The Drive For Response And Sales
We Set Out to Examine the Relationship Between TV and Other Media
The DMA - An Obvious Partner
ITV Commissioned Analysis To Examine The Effect Of TV On Other Media…
3,000 adults in UK
3 months of data
…Designed To Measure Media Channels Received and Responsiveness To Them
We can now quantify the impact of using TV as part
of multi-media campaigns to amplify the response from
consumers
Direct Mail, Press & TV are the Most Received Communication Channels in Terms of Recall
33%
36%
40%
51%
51%
59%
60%
88%
Radio
Internet ads
Posters
Mail Direct
Newspaper/magazineads
TV ads
Mail to occupier
Leaflets throughdoor
Received marketing channels
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
For a Successful Campaign Engagement With Commercial Messages is as Important as Reach
18%
23%
23%
27%
27%
31%
42%
Internet ads
Mail direct
Leaflets through door
Posters
Radio ads
Newspaper/magazine ads
TV ads
Acceptability of marketing channels
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
TV Drives the Highest Levels of Future Response From Consumers
6%
8%
8%
12%
13%
13%
15%
Posters
Radio
Internet
Leaflets throughdoor
Mail direct
Newspaper/magazineads
TV ads
Will respond to in future
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
Young Adults Aged 15-24 are Especially Responsive to TV
6%
9%
10%
12%
12%
13%
19%
Posters
Radio
Mail direct
Newspaper/magazineads
Leaflets through door
Internet
TV ads
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
Will respond to in future
Looking at Communication Channels in Combination Highlights the Strength of TV
Radio
DMOnline
TV
Direct Mail Can Be Up to One and a Half Times More Responsive When TV is Included
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
+143%
Similarly with Press, TV Generates + 52% More Response than Press in Isolation
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
+52%
Effect of TV Advertising on Internet Responses is the Most Striking
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
+175%
Thinkbox Evidence Echoes Our Findings - That TV Ads Elicit Direct Responses Online
20%
30%
44%
Bought productonline
Bought product in-store
Researchedcompany/product
online
Source: Thinkbox study by Deloitte/YouGov September 2009
TV advertising drives on & offline behaviour
Source: Thinkbox study with Mediacom 2009
In Fact TV Drives Nearly Half Of All Advertising Driven Responses
50% of all online
responses
Compare The Market - 100% Metric Growth From Integrated Media Campaign
100% increase in
website traffic
100% increase in insurance
quotes
Cost per acquisition reduced by 73%
Source: WARC
National Express Saw Exceptional Results From Their Integrated Summer Breeze
Campaign
Source:DMA
£2million direct response
Return on media investment 350%
Not only have we the evidence to show the amplification effect of TV, but there are many other
compelling reasons why TV is the perfect complement to DM
campaigns
TV Airtime Is Better Value Than For Almost 20 Years
£0
£1
£2
£3
£4
£5
£6
£7
£8
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Cos
t Per
Tho
usan
d
Producing Creative That Best Suits Your Needs Doesn’t Have To Cost The Earth
£6.50 £300.00
Econometric Modelling Can Now Show Effect Of TV On Cost Of Other Media
Source: Mediacom econometric modelling,
In Summary..• Our research demonstrates there is a clear relationship between the use of TV and media channels to drive response
• TV ad campaigns in conjunction with press, direct mail or online activity uplift response by 52%, 143% and 175% respectively
• Many media agencies are successfully modelling impact of TV campaigns on their overall response rates
• TV airtime is better value than for almost 20 years
•TV production costs don’t have to be exorbitant – there are many examples of successful campaigns, inexpensively produced