tv ads impact
TRANSCRIPT
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Best ROI
Short & Long Term Gains
Affects Sales, Profit And Market Share
Best Sales Per Equivalent Exposure
2
TV Gives The Best Business Results
TV Advertising Works
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TV Is The Lead Effectiveness Medium
TV Advertising Works
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The proportion of adults watching TV via other devices is small but significant – and growing.
TV Is Everywhere
On average people watch an extra 3 min, 30 secs of TV a day on other devices such as smartphones, tablets and laptops - bringing total viewing to 3 hours, 45 mins a day
12.50%
5.40%
3.50%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
PC Tablet Smartphone
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Devices & Places where TV is Watched
TV Has Unbeatable Scale And Reach
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Trends In Watching TV
TV Has Unbeatable Scale And Reach
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Tablet Work Elsewhere Business
Trip
Public
Building
Public
Transport
Car
17%
13%12%
10%
13%
16%
12%
TV IS WATCHED IN MANY PLACES OUTSIDE THE HOME
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Extremely High Reach Of TV9
TV Has Unbeatable Scale And Reach
10TV Accounts For Nearly Half The Share
TV Has Unbeatable Scale And Reach
TV Has Unbeatable Scale And Reach
• TV accounts for 48% of the average person’s chosen media day
• The average viewer watches 3 hours, 37 minutes of TV a day
• The average viewer watches 45 TV ads a day at normal speed – 7 ads more a day than ten years ago.
• TV is the dominant form of video for all age groups. TV accounts for 81% of the average person’s video diet. YouTube, for example, accounts for 3.5%.
• Commercial TV’s reach has remained stable for the last 5 years for all age groups.
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• Creative campaigns increase market share.
• 'Creative' campaigns are 12 times more efficient at increasing a brand's market share.
• The more creatively awarded a campaign, the more efficient it becomes.
• Campaigns picking up five or more major creative awards were around three times as efficient as campaigns picking up one to four.
TV Is At The Heart Of Creative Effectiveness
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Fame & Emotion Generate The Most Sales & Profit
• Asked which forms of advertising make them laugh, cry or feel emotional, 77% of the people said TV advertising. This dwarfed all other
• Emotional ads are almost twice as effective at generating profit as rational or informative ads
• Creatively awarded campaigns are far more likely to be emotional than rational.
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1. The largest part of an advertising budget should be invested in media with mass reach and long-term effects.
2. Brands may be guilty of underestimating the long-term impact of TV advertising
TV Is Vital For Long-term Success
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1. In campaigns lasting 3+ years, TV advertising creates an average uplift in profit of nearly 140%
2. TV campaigns still work at about 80% of their initial level in the year following their broadcast.
TV Is Vital For Long-term Success
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33%
26%
20%
0%
5%
10%
15%
20%
25%
30%
35%
Paid For Online
Search
Online Display Affiliate
Marketing
Indirect Response: Online
Indirect response through online channels, generating
• 33% of media-driven sales via paid-for online search;
• 26% of media-driven sales via online display and
• 20% of media-driven sales via affiliate marketing
TV Ads Drive Rapid Response
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Brick &
Mortar, 45%
Web Traffic,
29%
Telephone,
25%
Media Driven Sales
TV drives a response through several channels directly, generating
• 25% of all media-driven sales delivered via telephone,
• 45% of all media-driven sales via bricks & mortar and
• 29% of media-driven sales through web traffic driven direct-to-site
TV Ads Drive Rapid Response
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52% of people welcome TV campaigns which carry a social
media call to action,
TV is responsible for driving 33% of all media driven interactions for
brands on Facebook, e.g. likes and comments
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• The optimum share of advertising budgets that should be spent on TV.
• Identifying a major opportunity for brands to increase investment in TV
• Retail has the highest category payback
TV Works Across Categories
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Brands have a 3:1 chance of losing brand value within 12 months if they reduce their TV spend,
But have a 2:1 chance of increasing brand value if they increase TV spend
Brands that make the heaviest ad cuts lose most brand value -and this is especially true of those cutting TV
aligning a TV plan with a sales plan can deliver an improved sales effect of up to 100%
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Data Sourced from :
1. BARB, 2010-14
2. Ebiquity, ‘Payback ’, 2007
3. Ebiquity, ‘Payback 4’, 2014
4. RAB, ‘Radio: The ROI Multiplier’, 2014
5. PricewaterhouseCoopers, ‘Upside to Downturn’, 2008
6. IPA, ‘Advertising Effectiveness: the long and short of it’, 2013
Thank You
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