landing slide. tv builds brands but does it drive response?
TRANSCRIPT
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
…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
37%
39%
44%
53%
54%
62%
67%
87%
Radio
Internet ads
Posters
Mail Direct
Newspaper/magazine ads
Mail to occupier
TV ads
Leaflets through door
Received marketing channels
Source: British Marketing Survey Q4 2009, 2,945 UK adults
For a Successful Campaign Engagement With Commercial Messages is as Important
as Reach
19%
26%
26%
28%
30%
35%
46%
Internet ads
Mail direct
Leaflets through door
Posters
Radio ads
Newspaper/magazine ads
TV ads
Acceptability of marketing channels
Source: British Marketing Survey Q4 2009, 2,945 UK adults
TV Drives the Highest Levels of Future Response From Consumers
7%
8%
8%
11%
12%
14%
16%
Posters
Radio
Internet
Leaflets throughdoor
Mail direct
Newspaper/magazineads
TV ads
Will respond to in future
Source: British Marketing Survey Q4 2009, 2,945 UK adults
Young Adults Aged 15-24 are Especially Responsive to TV
6%
8%
11%
11%
12%
13%
21%
Mail direct
Posters
Newspaper/magazineads
Radio
Internet
Leaflets through door
TV ads
Source: British Marketing Survey Q4 2009, 2,945 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: British Marketing Survey Q4 2009, 2,945 UK adults
+144%
Similarly with Press, TV Generates + 137% More Response than Press in
Isolation
+137%
Source: British Marketing Survey Q4 2009, 2,945 UK adults
Effect of TV Advertising on Internet Responses is the Most Striking
+276%
Source: British Marketing Survey Q4 2009, 2,945 UK adults
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
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1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Co
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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 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 don’t have to be exorbitant – there are many examples of successful campaigns, inexpensively produced