ABC and Accenture Strategy Discover the Secret of Sales ROI

Cindy Davis Executive Vice President Consumer Experience DisneyABC Television Group took me through the study and how it contributes to their overall research strategyamp160 amp8220Our objective in this study is to measure what matters and there was industry pressure to measure ROIamp8221 she explainedamp160 quotIn Phase 2 of ouramp160studyamp160we examined 26 national brands over six industries and their corresponding sales data representing 25 billion in marketing spend with 11 billion in television spendingamp160 We found a very interesting connection between engaged audiences and their content and the sales and ROI we can drive to clients who participatequotMike Chapman Managing Director Accenture Strategyamp160Global Lead for Media and Entertainment Strategy Practice added that his company provided three years of data which offered a amp8220closed loop view of advertising ROI amp160types of impressions delivered how many which channels what prices were paid and the impacts from those impressions delivered on incremental sales week over weekamp8221In addition to their marketing data Davis asked Accenture Strategy to incorporate four other datasets in their recent study Nielsen ratings EPoll Nielsen Social and Magidamp8217s EmotionalDNA which Davis described as amp8220intriguing because we are in the business of connecting with viewers emotionally and Magidamp8217s DNA work speaks to thatamp8221Phase 1 TakeawaysFocusing on the impact of multiplatform TV premium longform video across screens and devices and how advertisers can leverage that impact Davis and her team discovered three major takeaways from the Accenture Strategy 2016 studyThere is a halo effect on sales with multiplatform televisionamp160 amp8220This doesnamp8217t get talked about a lotamp8221 Davis notedamp160 amp8220You hear about last click attribution in digital advertisingamp160 But TV goes a long way to establish and amplify the impacts of all mediaamp8221Multiplatform is undervalued underattributed and underrepresented in the industryamp160 Eighteen percent of all of the ROI impact is traditionally attributed to digital but it should actually be attributed to multiplatform televisionamp160 amp8220Television has been traditionally undervalued and digital overvaluedamp8221 Davis saidMultiplatform TV has a longterm amplification impactamp160amp160The study compared sales lift yearoveryear and found that by year two or three you no longer see a sales lift impact from digitalamp160 But the study proved that there is a longterm effect on sales lift with TVPhase 2 Takeawaysamp160Drivers of ROIamp160amp160amp160amp160amp160amp160 Davis highlighted three key drivers to ROI that were identified in the Phase 2 studyAudience size mattersamp160 amp8220Higherrated programs deliver more ROI than lower rated programs by 2X so not all programs are created equal which makes senseamp8221 she saidamp160 Notably these higherrated programs deliver more ROI than their cost premium indicating that higher ratedamp160and therefore more expensive programmingamp160is worth the cost in greater sales lift ROIamp160 This is because these programs have a greater footprint andamp160greater social amplification and therefore have the ability to reach people beyond a narrowly defined target audienceConsumersamp8217 commitment to the content mattersamp160 amp8220We looked at both the expressed and the observed commitment to the contentamp160and found that the greater the effort to watch the greater the ROIamp8221 Davis saidamp160 There is 2X the ROI with Magidamp8217s intentionality measurementContent quality mattersamp160 Davisamp8217 group examined perceived quality as defined by the viewer and quantified quality indicators using Magidamp8217s emotional dimensionsamp160 They found that the higher the perceived quality of the content the greater the ROIamp160 Using Magid the three most impactful dimensions for higher ROI were Smarts programs that are informative real and inspiring Edge unpredictable outrageous and funny and Relatability original suspenseful and intelligentamp160 amp8220There is a direct connection between the emotions viewers feel about a show and the benefits advertisers get in terms of greater ROIamp8221 Davis notedamp8220We are already starting to have good conversations with clients as to what this means for themamp8221 Davis saidamp160 amp8220It goes without saying that not all GRPs are created equal and now we can prove thatamp160 Yes higherrated shows command a premium but they deliver even greater ROI at that levelamp8221 By adding the impact of social connection and emotional dimensions to all of this insight ABC is poised to help their clients take advantage of the best that multiplatform TV can offerClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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ABC and Accenture Strategy Discover the Secret of Sales ROI

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Charlene Weisler

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