Efficiency is paramount in today’s fast-paced world. Those who cannot be both efficient and flexible will rarely build a long-term business. But there is a medium for achieving long-term and short-term goals that exceeds expectations even in terms of efficiency: TV.
TV AS A SALES DRIVER
No other medium delivers ROI in the same proportion and offers such high profits as television. In a analysis of nearly 2,000 campaigns from major brands from 2009 to 2016, Thinkbox’s Profit Ability study found that TV delivers a 71 percent ROI on advertising investment, even though TV ad investment represents only 54 percent of total spend. This study compared TV to radio, print media, outdoor media, online display and online video. Not only that. TV also brings many other undeniable benefits and it is no longer true that TV advertising is outdated, expensive or does not appeal to younger target groups.
Read more articles on the effectiveness of TV advertising under the “effectiveness” tag in the selection below.
And since January is the perfect time to effectively tap into sales growth, in the ScreenVoice magazine to be found some inspiration on what works in New Year’s advertising.
PREVIOUS THEMES OF THE MONTH
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MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT30. 5. 2023
Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign. In the story of the Good Samaritan, a Jewish man is attacked… Continue reading THEME OF THE MONTH: EFFICIENCY
THE NEXT ERA OF DATA-DRIVEN ADVERTISING IN TV IS HERE. HOW CAN MARKETERS MAKE THE MOST OF IT?11. 5. 2023
Addressable TV helps brands increase ROI with data-driven capabilities, including a new opportunity to reach audiences in market for their products. There are plenty of misconceptions around the efficacy of TV as a marketing channel. Though unrivalled in its reach (91% of UK households switch on live TV at least once per week, according to… Continue reading THEME OF THE MONTH: EFFICIENCY
WHAT THE EFFECTIVE 100 CAN TELL US ABOUT COMMERCIAL SUCCESS26. 4. 2023
Commitment to brand purpose, tech innovation and breaking category norms lead to commercial success, a new report from WARC Creative finds. WARC Rankings: Lessons from the Effective 100 looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness from 2022, ranked in this year’s Effective 100. Why it matters… Continue reading THEME OF THE MONTH: EFFICIENCY
THE FATHER OF ADVERTISING DAVID OGILVY30. 3. 2023
There’s probably no one in the advertising world who hasn’t heard of David Ogilvy. How did he make commercial communications history? And what is his contribution to the world of advertising?
CREATIVITY ABSOLUTELY AFFECTS THE SUCCESS OF ADVERTISING.1. 3. 2023
Reviewing nearly 500 TV campaigns, Nielsen found 47% of ad-driven sales were dependent on the creative. But creativity without a strategy is a recipe for disaster. A powerful duo: creativity and relevance. Highly creative campaigns are significantly more effective than less creative campaigns. Not only do they improve attention and memorability, but they also increase positive… Continue reading THEME OF THE MONTH: EFFICIENCY
TV ADVERTISING ISN’T DEAD – IT JUST NEEDS MORE EFFECTIVE STRATEGIES18. 2. 2023
Unifying the best brand-safe linear and digital strategies is the new advertising reality, argues Ampersand’s chief technology officer Gerrit Niemeijer. In today’s advertising landscape, brands are increasingly looking to implement precision targeting across media buys to both maximize the value of their data investments and improve performance. To do this, marketers have been leaning on… Continue reading THEME OF THE MONTH: EFFICIENCY
ROI OF SUCCESSFUL CAMPAIGNS IS ON AN UPWARD TRAJECTORY2. 2. 2023
The cumulative median revenue ROI of successful campaigns has grown 10% over the past five years, from 3.86:1 to 4.25:1, according to the latest WARC ROI Benchmarks Report. What it means The average campaign in the WARC database delivers a sales increase four times as high as the advertising investment. Over the same 2017-2022 period,… Continue reading THEME OF THE MONTH: EFFICIENCY
BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT1. 2. 2023
Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both. Everyone in marketing has heard about The Long and the Short of It (TLATSOI) and its authors Peter Field and Les Binet. But, as their grand theory reaches… Continue reading THEME OF THE MONTH: EFFICIENCY
WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING27. 1. 2023
Channel 4’s Bansri Shah explores why evaluation not only provides the evidence to justify investment into advertising but ensures that money is being spent in the most effective way to ensure continued growth for a brand as part of the IPA Advanced Certificate in Communications Planning. Half my advertising spend is wasted; the trouble is,… Continue reading THEME OF THE MONTH: EFFICIENCY
SIX TRENDS FROM THE IPA EFFECTIVENESS AWARDS23. 1. 2023
From long-term brand-building activity to short-term activations that deliver on more immediate goals, a new WARC report, based on the 2022 IPA Effectiveness Awards, demonstrates how marketers can rise to current challenges. WARC has analysed the metadata of the winning entries to drill down into the themes and trends that are driving marketing success and… Continue reading THEME OF THE MONTH: EFFICIENCY
THE ECONOMIC CRISIS AS A MARKETING OPPORTUNITY? 2023 DOESN’T HAVE TO CRIPPLE COMPANIES, BRAND LOYALTY AND A TOUCH OF EMPATHY ARE THE KEYS TO SUCCESS5. 1. 2023
Analysts around the world are predicting a challenging year for business, with the cost crisis only becoming fully apparent in the coming months. But marketing experts say the crisis is also an opportunity for brands to strengthen their brand. Which brands are showing the right path to take in times of crisis?
RESEARCH FINDINGS: WHY A MOBILE-FIRST APPROACH TO VIDEO CAN SLOW YOUR GROWTH3. 1. 2023
Audiences under 40 are more attentive on BVOD than YouTube and Facebook. And the best screen is the biggest one. As part of a continuing examination of advertising effectiveness, ThinkTV has new research findings that explore the hot topic of audience attention. The organisation sought to interrogate video platforms and the attention they command through the lens… Continue reading THEME OF THE MONTH: EFFICIENCY