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

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Presentation on theme: "Landing Slide. TV Builds Brands But Does It Drive Response?"— Presentation transcript:

1 Landing Slide

2 TV Builds Brands But Does It Drive Response?

3 ..And It Must Be Cost Efficient Measurable Response

4 Historically There Have Been Perceived Obstacles to Using TV as a Response Medium Airtime Cost Production costs Lead times

5 TV Can Represent A Pivotal Role In The Drive For Response And Sales

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

7 The DMA - An Obvious Partner

8 …Designed To Measure Media Channels Received and Responsiveness To Them

9 We can now quantify the impact of using TV as part of multi-media campaigns to amplify the response from consumers

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

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

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

13 Young Adults Aged are Especially Responsive to TV Source: British Marketing Survey Q4 2009, 2,945 UK adults Will respond to in future

14 Looking at Communication Channels in Combination Highlights the Strength of TV Radio DMOnline Print TV

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%

16 Similarly with Press, TV Generates + 137% More Response than Press in Isolation +137% Source: British Marketing Survey Q4 2009, 2,945 UK adults

17 Effect of TV Advertising on Internet Responses is the Most Striking +276% Source: British Marketing Survey Q4 2009, 2,945 UK adults

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

19 Source: Thinkbox study with Mediacom 2009 In Fact TV Drives Nearly Half Of All Advertising Driven Responses 50% of all online responses

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

21 National Express Saw Exceptional Results From Their Integrated Summer Breeze Campaign Source:DMA £2million direct response Return on media investment 350%

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

23 TV Airtime Is Better Value Than For Almost 20 Years

24 Producing Creative That Best Suits Your Needs Doesn’t Have To Cost The Earth £6.50£300.00

25 Econometric Modelling Can Now Show Effect Of TV On Cost Of Other Media Source: Mediacom econometric modelling,

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 don’t have to be exorbitant – there are many examples of successful campaigns, inexpensively produced


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