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Landing Slide

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.

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Landing Slide

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  1. Landing Slide Category Analysis

  2. TV Builds Brands But Does It Drive Response?

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

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

  5. …The Objective Of Which Was To Measure Media Channels Received and Responsiveness To Them

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

  7. 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

  8. Men 25-44 are Especially Responsive to TV Will respond to in future Source: British Marketing Survey May – Jul 2010, 505 UK men 25-44

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

  10. TV significantly increases responsiveness for other media +96% +92% +164% Source: British Marketing Survey May – Jul 2010, 3,007 UK adults

  11. Finance TV significantly increases responsiveness for other media for the finance sector +61% +77% +133% Source: British Marketing Survey May – Jul 2010, 1,967 UK adults

  12. 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

  13. TV significantly increases the responsiveness for all other media for the supermarkets sector Supermarkets +76% +41% +107% Source: British Marketing Survey May – Jul 2010, 1,536 UK adults

  14. Motors TV significantly increases the responsiveness for all other media for the motoring sector +43% +46% +267% Source: British Marketing Survey May – Jul 2010, 544 UK adults

  15. Citroen Saw Exceptional Results From Their Integrated Campaign For The C5 Success of TV in driving responses meant September Registrations were up 230% Year-on-Year Source:Thinkbox

  16. Telecomms & utilities TV significantly increases the responsiveness for all other media for the telecomms & utilities sector +77% +67% +138% Source: British Marketing Survey May – Jul 2010, 1,471 UK adults

  17. T Mobile Saw Exceptional Results From Their Integrated Flexibility Campaign Success of TV in driving responses meant initial £50k a month investment increased to £300k a month Source:Thinkbox

  18. Charities TV significantly increases the responsiveness for all other media for the charity sector +59% +66% +194% Source: British Marketing Survey May – Jul 2010, 1,391 UK adults

  19. RSPCA Saw Excellent Results From Their Integrated Animal Rescue Campaign Response rates up nearly 300% for the DRTV work Return on media investment up more than 40% on previous work Source:Thinkbox

  20. Travel TV significantly increases the responsiveness for all other media for the travel sector +46% +80% +115% Source: British Marketing Survey May – Jul 2010, 1,067 UK adults

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

  22. Homes & DIY TV significantly increases the responsiveness for all other media for the homes & DIY sector +38% +34% +110% Source: British Marketing Survey May – Jul 2010, 1,100 UK adults

  23. Colour Catcher Saw Exceptional Results From Their Integrated Campaign Sales lifted 300% Post-campaign sales settled at 60% above baseline Source:DMA

  24. Appliances & electronics TV significantly increases the responsiveness for all other media for the appliances & electronics sector +45% +58% +106% Source: British Marketing Survey May – Jul 2010, 587 UK adults

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

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

  27. 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

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

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

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

  31. 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

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