landing slide category analysis. tv builds brands but does it drive response?

Landing Slide

Category Analysis

TV Builds Brands But Does It Drive Response?

Historically There Have Been Perceived Obstacles to Using TV as a Response

Medium

Airtime Cost

Production costs

Lead times

We Set Out to Examine the Relationship Between TV and Other Media

…The Objective Of Which Was To Measure Media Channels Received and

Responsiveness To Them

We can now quantify the impact by category of using TV as part of

multi-media campaigns to amplify the response

from consumers

The story so far…

• TV (66%), direct mail (54%) and press (53%) are the most received communications in terms of recall

• TV ads (46%) are the most accepted of marketing channels, followed by press (34%) and then radio (30%)

• More adults expected that they would respond to a TV commercial (15%). This was followed by press with 14% and direct mail with 13%

Source: British Marketing Survey May – Jul 2010, 3,007 UK adults

Men 25-44 are Especially Responsive to TV

7%

11%

11%

12%

14%

14%

19%

Posters

Radio

Leaflets through door

Internet

Newspaper/magazineads

Direct Mail

TV ads

Source: British Marketing Survey May – Jul 2010, 505 UK men 25-44

Will respond to in future

Looking at Communication Channels in Combination Highlights the Strength of

TV

Radio

DMOnline

Print

TV

TV significantly increases responsiveness for other media

Source: British Marketing Survey May – Jul 2010, 3,007 UK adults

+96%

+92%

+164%

TV significantly increases responsiveness for other media for

the finance sector

Source: British Marketing Survey May – Jul 2010, 1,967 UK adults

+61%

+77%

+133%

Fin

ance

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

TV significantly increases the responsiveness for all other media for the

supermarkets sector

Source: British Marketing Survey May – Jul 2010, 1,536 UK adults

+76%

+41%

+107%

Sup

erm

arke

ts

TV significantly increases the responsiveness for all other media for the

motoring sector

Source: British Marketing Survey May – Jul 2010, 544 UK adults

+43%

+46%

+267%

Mot

ors

Citroen Saw Exceptional Results From Their Integrated Campaign For The C5

Source:Thinkbox

Success of TV in driving responses meant September Registrations were up 230%

Year-on-Year

TV significantly increases the responsiveness for all other media for the

telecomms & utilities sector

Source: British Marketing Survey May – Jul 2010, 1,471 UK adults

+77%

+67%

+138%

Tel

ecom

ms

& u

tiliti

es

T Mobile Saw Exceptional Results From Their Integrated Flexibility Campaign

Source:Thinkbox

Success of TV in driving responses meant initial £50k a month investment increased to

£300k a month

TV significantly increases the responsiveness for all other media for the

charity sector

Source: British Marketing Survey May – Jul 2010, 1,391 UK adults

+59%

+66%

+194%

Cha

ritie

s

RSPCA Saw Excellent Results From Their Integrated Animal Rescue

Campaign

Source:Thinkbox

Response rates up nearly 300% for the DRTV work

Return on media investment up more than 40% on previous work

TV significantly increases the responsiveness for all other media for the

travel sector

Source: British Marketing Survey May – Jul 2010, 1,067 UK adults

+46%

+80%

+115%

Tra

vel

National Express Saw Exceptional Results From Their Integrated Summer

Breeze Campaign

Source:DMA

£2million direct response

Return on media investment 350%

TV significantly increases the responsiveness for all other media for the

homes & DIY sector

Source: British Marketing Survey May – Jul 2010, 1,100 UK adults

+38%

+34%

+110%

Hom

es&

DIY

Colour Catcher Saw Exceptional Results From Their Integrated Campaign

Source:DMA

Sales lifted 300%

Post-campaign sales settled at 60% above baseline

TV significantly increases the responsiveness for all other media for the

appliances & electronics sector

Source: British Marketing Survey May – Jul 2010, 587 UK adults

+45%

+58%

+106%

App

lianc

es &

ele

ctro

nics

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: 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

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 2010

Co

st

Pe

r T

ho

us

an

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 92%, 96% and 164% 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