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Landing Slide. TV Builds Brands But Does It Drive Response?

Apr 01, 2015

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Landing Slide Slide 2 TV Builds Brands But Does It Drive Response? Slide 3 ..And It Must Be Cost Efficient Measurable Response Slide 4 Historically There Have Been Perceived Obstacles to Using TV as a Response Medium Airtime Cost Production costs Lead times Slide 5 TV Can Represent A Pivotal Role In The Drive For Response And Sales Slide 6 We Set Out to Examine the Relationship Between TV and Other Media Slide 7 The DMA - An Obvious Partner Slide 8 Designed To Measure Media Channels Received and Responsiveness To Them Slide 9 We can now quantify the impact of using TV as part of multi-media campaigns to amplify the response from consumers Slide 10 Direct Mail, Press & TV are the Most Received Communication Channels in Terms of Recall Received marketing channels Source: British Marketing Survey Q4 2009, 2,945 UK adults Slide 11 For a Successful Campaign Engagement With Commercial Messages is as Important as Reach Acceptability of marketing channels Source: British Marketing Survey Q4 2009, 2,945 UK adults Slide 12 TV Drives the Highest Levels of Future Response From Consumers Will respond to in future Source: British Marketing Survey Q4 2009, 2,945 UK adults Slide 13 Young Adults Aged 15-24 are Especially Responsive to TV Source: British Marketing Survey Q4 2009, 2,945 UK adults Will respond to in future Slide 14 Looking at Communication Channels in Combination Highlights the Strength of TV Radio DMOnline Print TV Slide 15 Direct Mail Can Be Up to One and a Half Times More Responsive When TV is Included Source: British Marketing Survey Q4 2009, 2,945 UK adults +144% Slide 16 Similarly with Press, TV Generates + 137% More Response than Press in Isolation +137% Source: British Marketing Survey Q4 2009, 2,945 UK adults Slide 17 Effect of TV Advertising on Internet Responses is the Most Striking +276% Source: British Marketing Survey Q4 2009, 2,945 UK adults Slide 18 Thinkbox Evidence Echoes Our Findings - That TV Ads Elicit Direct Responses Online Source: Thinkbox study by Deloitte/YouGov September 2009 TV advertising drives on & offline behaviour Slide 19 Source: Thinkbox study with Mediacom 2009 In Fact TV Drives Nearly Half Of All Advertising Driven Responses 50% of all online responses Slide 20 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 Slide 21 National Express Saw Exceptional Results From Their Integrated Summer Breeze Campaign Source:DMA 2million direct response Return on media investment 350% Slide 22 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 Slide 23 TV Airtime Is Better Value Than For Almost 20 Years Slide 24 Producing Creative That Best Suits Your Needs Doesnt Have To Cost The Earth 6.50300.00 Slide 25 Econometric Modelling Can Now Show Effect Of TV On Cost Of Other Media Source: Mediacom econometric modelling, Slide 26 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 137%, 144% and 276% 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 dont have to be exorbitant there are many examples of successful campaigns, inexpensively produced

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