Halo Effect 3's Lesson: TV Delivers Longer-Lasting Digital Life for Brand Advertising

For the first two quotHaloquot papers circulating earlier this year Effectv39s goal was learning how TV advertising drives brand awareness among viewers then discovering how much TV drives engagement to online sites where additional brand information is available In this last and latest effort in partnership with VAB an insightsdriven organization dedicated to answering marketers39 toughest questions the focus turns to when in their existence products and services turn to TV campaigns to boost results as opposed to other mediaquotWe wanted to understand how does TV help brands at different life stagesquot observes James Rothwell vice president global agency brand and industry relations for Comcast39s Effectv and FreeWheel operations quotHistorically brands have waited to invest in TV until they reach a certain revenue level of maturity before they feel it39s the right time to dive into TV On the flip side TV has never been more accessible It39s never been more inclusive in terms of being able to use all the technology and data at your fingertips to get strategic and surgical about the way you use itquotMore specific this quotHaloquot undertaking explored the behavior of directtoconsumer DTC the fastevolving universe of merchandise and services that encompass various categories from fitness to insurance Companies like Wayfair and NerdWallet are top examples of directtoconsumer ventures that share a common businessbuilding strategyamp8212advertise first on social media then expand to podcasts and outofhome campaigns and finally linear TV commercials quotIt39s a very fascinating digital native performancebased and performanceobsessed arena Our research has shown it typically takes several years until they39re ready to launch their first TV campaignquot reveals Jason Wiese VAB39s senior vice president and director of strategic insightsWith VAB39s resources the study checked out recent use of linear TV campaigns among 190 brands All but 50 were directtoconsumer with pharmaceutical apparel financial services and smart TVdistributed content among the categories representedamp160 Two key conclusions both participating DTC and nonDTC brands saw their unique online visitors jump by doubledigits within the first month of launching their TV campaign What39s more brands in the marketplace for three years or less experienced the largest visitor increasesquotThe growth was compounded where there was a sustained TV strategyquot adds Rothwell quotIf you39re continuously onair you continue building your business and your awareness You39re legitimizing your brand as a household namequotAmong these companies quotthey saw it almost like a light switchquot Wiese continues quotWhen they started running campaigns on TV they saw their traffic go up and the younger brands saw much higher engagement a much higher percentage increase in web trafficquotWithin the nonDTC company group younger brands spent more aggressively on TV campaigns and maintained a consistent level of visibility Older brands hit the TV ground running then leveled off their spending sightly quotcounting on their established awareness in the marketquot Rothwell explainsAlong the way DTC and nonDTC advertisers alike learned they didn39t have to spend a fortune on TV commercials to achieve their goals quotThey didn39t have to go all in and have a 50 million campaignquot he continues quotYou just need a few thousand dollars be creative and use targetingquotWiese suspects that over time advertisers will lean in the direction of multiplatform TV spending with adsupported content circulating through smart TV products increasing their share of the spending quotThere39s still a lot of room there to growquot he says quotThe results will help us assemble marketing strategies for various advertisers It39s all about informing and educating marketers of the possibilities then also show the outcomes When TV works for a brand they don39t wait a year or two years to reinvest They can move at a moment39s notice The dollars will increase pretty quicklyquotquotIf we can bring a lot of these DTC brands into the ecosystem more innovation and more different ad experiences will happenquot Rothwell insists quotDifferent options for engagement will naturally occur How do we make the TV screen more interactive and engaging That39s where I see a huge amount of excitement and opportunitiesquotTo access the full paper amp8220The Halo Effect TV As A Growth Engineamp8221 please click hereClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Halo Effect 3's Lesson: TV Delivers Longer-Lasting Digital Life for Brand Advertising

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Simon Applebaum

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