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Landing Slide

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.

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Landing Slide

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  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. ITV Commissioned Analysis To Examine The Effect Of TV On Other Media… 3,000 adults in UK 3 months of data

  9. …Designed To Measure Media Channels Received and Responsiveness To Them

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

  11. Direct Mail, Press & TV are the Most Received Communication Channels in Terms of Recall Received marketing channels Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

  12. For a Successful Campaign Engagement With Commercial Messages is as Important as Reach Acceptability of marketing channels Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

  13. TV Drives the Highest Levels of Future Response From Consumers Will respond to in future Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

  14. Young Adults Aged 15-24 are Especially Responsive to TV Will respond to in future Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

  15. Online DM TV Print Radio Looking at Communication Channels in Combination Highlights the Strength of TV

  16. Direct Mail Can Be Up to One and a Half Times More Responsive When TV is Included +143% Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

  17. Similarly with Press, TV Generates + 52% More Response than Press in Isolation +52% Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

  18. Effect of TV Advertising on Internet Responses is the Most Striking +175% Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

  19. Thinkbox Evidence Echoes Our Findings - That TV Ads Elicit Direct Responses Online TV advertising drives on & offline behaviour Source: Thinkbox study by Deloitte/YouGov September 2009

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

  21. Compare The Market - 100% Metric Growth From Integrated Media Campaign 100% increase in insurance quotes 100% increase in website traffic Cost per acquisition reduced by 73% Source: WARC

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

  23. 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

  24. TV Airtime Is Better Value Than For Almost 20 Years

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

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

  27. 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 52%, 143% and 175% 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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