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 TV also brings many other undeniable benefits and it is no longer true that TV advertising is outdated, expensive or does not appeal to younger target groups.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.
More articles about this topic
BRANDS SHOULD LEAN INTO LOYALTY22. 2. 2024
More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold. For brands, consumer loyalty is increasingly playing a factor in people’s purchasing decisions: More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold’s 2024 Global Consumer… Continue reading THEME OF THE MONTH: EFFICIENCY
CHALLENGES FOR MEDIA PLANNING IN AN AI-DRIVEN WORLD21. 2. 2024
Global advertising spend is predicted to top $1 trillion for the first time in 2024, but the adoption of artificial intelligence means there are concerns around media quality which affect all aspects of media planning and buying, says a new WARC report. Why you should read the report The Future of Media 2024 takes a look… Continue reading THEME OF THE MONTH: EFFICIENCY
ADVERTISERS WASTE BILLIONS ON CONTENT THAT ISN’T ACTIVATED20. 2. 2024
More than half of new content produced annually by brands is never published, according to an AI-powered analysis from CreativeX, translating to as much as $100bn spent on unused assets. That figure is based on a study which estimated the average F500 company could be wasting at least $25m a year on unused creative assets;… Continue reading THEME OF THE MONTH: EFFICIENCY
STUDY USA: FREEWHEEL SHOWS HOW TO BUILD A BETTER AD BREAK (CES 2024)20. 2. 2024
2 minutes or less per pod boosts improves impact and viewer experienceg FreeWheel, Comcast’s ad tech company, released new research that points to ways the TV business can build commercial breaks that provide a better viewer experience and more effectiveness for advertisers. Research, done with MediaScience, found that keeping breaks — known in the business… Continue reading THEME OF THE MONTH: EFFICIENCY
HOW TO USE ATTENTION TO DRIVE SALES16. 2. 2024
Attention is increasingly seen as vital to building mental availability and helping to drive sales – but to maximise a campaign’s potential, marketers need to get to grips with the types of attention at play and the Category Entry Points they hope to access, says a new WARC exclusive. Samuel Brealey, a chartered marketer and… Continue reading THEME OF THE MONTH: EFFICIENCY
THE RIGHT WAY TO BUILD YOUR BRAND5. 2. 2024
The best ad campaigns make a memorable, valuable, and deliverable promise to customers. Summary. More than a century ago the merchant John Wanamaker wryly complained, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” In this article the authors present a solution to Wanamaker’s famous quandary. Drawing on… Continue reading THEME OF THE MONTH: EFFICIENCY
WHY DOES MOST ADVERTISING FAIL TO GET ATTENTION?1. 2. 2024
Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facing advertisers: how to get attention. His answer is creativity. People would rather not be exposed to advertising, so creativity provides the means to get their scarce attention. However, there are a couple of points implied in his article that I… Continue reading THEME OF THE MONTH: EFFICIENCY
ROI OF SUCCESSFUL CAMPAIGNS CONTINUES TO GROW31. 1. 2024
A WARC analysis of 1,394 case studies reveals that successful advertising campaigns achieve a median revenue return on investment (ROI) of 4.34:1 – the highest value achieved since tracking began in 2017. ROI is the ratio of net profit generated by an investment. In marketing, it is often used to refer to incremental sales as… Continue reading THEME OF THE MONTH: EFFICIENCY
SECOND-SCREENING BOOSTS TV AD RESPONSE RATES17. 1. 2024
Second-screening is “consistently beneficial” to TV ad response rates, new research has found. In the study, ViewersLogic showed a panel of participants divided into “consistent second-screeners”, “non-second-screeners” and “occasional second-screeners” TV ads from seven brands to gauge the impact of second-screening on response rates and how this correlated with gaze and attention. Results revealed second-screening… Continue reading THEME OF THE MONTH: EFFICIENCY
PETER FIELD: MARKETERS ARE TOO DISINVESTED IN TV ADVERTISING16. 1. 2024
TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers. Television advertising has always enjoyed a recognition for impact. Compared with digital equivalents it is undervalued for what it… Continue reading THEME OF THE MONTH: EFFICIENCY
THINKBOX JANUARY’S CHART OF THE MONTH: TV IS A TRUSTED MEDIUM15. 1. 2024
Recent years have seen a strengthening relationship between advertising trust and advertising driven profit. Comparing IPA survey data from 2014-2022 with data from 2000-2012, trust jumped from the seventh-highest brand metric linked to profit to the second-highest, just below quality. Trust is often correlated with quality and has become increasingly important. Consumers are continuously forming assessments… Continue reading THEME OF THE MONTH: EFFICIENCY
ATTENTION METRICS: MEDIA & SPORTS, HEALTH & PHARMA, EDUCATION SCORE HIGHEST, STUDY FINDS15. 1. 2024
DoubleVerify, which sees more than 65 billion impressions weekly, on Tuesday released its first global report on attention metrics from the DV Attention Lab. The Q3 2023 report — spearheaded by Daniel Slotwiner, senior vice president of attention at DoubleVerify — measured the difference in average performance across industries, driven by varied media strategies and… Continue reading THEME OF THE MONTH: EFFICIENCY