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