TV Leads All Other Media in Delivering a Brand Message

According to the research despite those advancements in technology new digital platformsamp160and changes in consumer behavior TV remains the best vehicle for delivering a brandamp8217s message to a mass audience amp160The report states that amp8220the new findings from a fresh set of verticals movies QSRs and consumer electronics closely mimic the findings from our original research meaning that the effectiveness of TV advertising is essentially unchanged despite the explosion of online media over that timeamp8221The study confirmed four important takeawaysTV is Efficient amp160TV has the highest relative efficiency in achieving KPIs compared to other media whether offline or online amp160This means that at a given level of spend TV generates more business outcomesAdvanced Analytics Optimizes TV Spend amp160Marketers should leverage highfrequency data to quickly reallocate resources by TV type network creativeamp160and daypart to significantly impact resultsPremium Streaming Content is More Effective than UserGenerated amp160And behavioral targeting required the fewest impressions to generate an interactionTV Offers Significant CrossProduct Halo Effect For Advertisers amp160And removing TV and implementing standalone digital strategy had an average negative halo effect of 18 on ROI amp160For example TV advertising drives the highest increase of box office sales and online engagement activities surrounding movies with a 40 bump in overall ticket sales when compared to organic search and social mediaamp8220Weamp8217ve seen a fair amount written about the demise of TV but TV is not going awayquot explained Steven Wolfe Pereira Chief Marketing and Communications Officer Neustar amp160quotIn fact it remains a very powerful advertising vehicle and brands are realizing they need both digital and TV in their mix to drive business outcomes amp160While linear reach has declined and media consumption habits have changed over the last decade TV advertising has maintained its effectiveness because it has innovated with better experiences more targeted adsamp160and anytimeanywhere access to your favorite showsamp8221 he addedamp8220This research reaffirms that television continues to be the biggest driver of marketing success today yet there remains a lot of room to grow even further as the industry and consumer habits shiftamp8221 notedamp160Beth Rockwood Vice President Portfolio Research and Chief of Staff Turner quotRecognizing that growth opportunity Turner has been one of the industryamp8217s biggest proponents for reimagining the experience of television amp160developing new audience targeting methods as well as forging innovative content partnerships to deliver highly engaging unexpected experiences to fansamp8221As TV becomes more connected Pereira believes that amp8220Weamp8217ll move from it being a niche offering to more national coverage and more datadriven audiencefirst solutions for brands We need to shift the conversation from media planning and buyingamp160to audience planning and buyingamp8220Now more than ever it is all about content content contentquot he continued amp160quotTV has a competitive advantage inamp160premium quality content that meets brand safety needs amp160Brands will demand a better experience for customers in the form of more innovative ad units beyond the 30 spot Ultimately accurate reach with personalization at scale will ensure TV39s continued success in a datadriven worldamp8221The underlying methodology was based on econometric regression techniques that establish the mathematical relationships between marketing investments and sales outcomes by examining weektoweek sales volume shiftsReview the full report hereClick the social buttons above or below to share this content 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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TV Leads All Other Media in Delivering a Brand Message

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Charlene Weisler

We Are the Outliers - By Jack Myers

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TV Leads All Other Media in Delivering a Brand Message

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Charlene Weisler

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