Response TV & Door Drop Marketing

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The relationship between TV advertising and other media, showing how powerful TV advertising can be when used alongside leaflet door drops.

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Response TV & Door Drop Marketing

  1. 1. Landing Slide
  2. 2. TV Builds Brands But Does It Drive Response?
  3. 3. ..And It Must Be Cost Efficient Measurable Response
  4. 4. Historically There Have Been Perceived Obstacles to Using TV as a Response Medium Airtime Cost Production costs Lead times
  5. 5. TV Can Represent A Pivotal Role In The Drive For Response And Sales
  6. 6. We Set Out to Examine the Relationship Between TV and Other Media
  7. 7. The DMA - An Obvious Partner
  8. 8. ITV Commissioned Analysis To Examine The Effect Of TV On Other Media… 3,000 adults 3 months of in UK data
  9. 9. …Designed To Measure Media Channels Received and Responsiveness To Them
  10. 10. We can now quantify the impact of using TV as part of multi-media campaigns to amplify the response from consumers
  11. 11. Direct Mail, Press & TV are the Most Received Communication Channels in Terms of Recall Received marketing channels Leaflets through door 88% Mail to occupier 60% TV ads 59% Newspaper/magazine ads 51% Mail Direct 51% Posters 40% Internet ads 36% Radio 33% Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
  12. 12. For a Successful Campaign Engagement With Commercial Messages is as Important as Reach Acceptability of marketing channels TV ads 42% Newspaper/magazine ads 31% Radio ads 27% Posters 27% Leaflets through door 23% Mail direct 23% Internet ads 18% Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
  13. 13. TV Drives the Highest Levels of Future Response From Consumers Will respond to in future TV ads 15% Newspaper/magazine ads 13% Mail direct 13% Leaflets through door 12% Internet 8% Radio 8% Posters 6% Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
  14. 14. Young Adults Aged 15-24 are Especially Responsive to TV Will respond to in future TV ads 19% Internet 13% Leaflets through door 12% Newspaper/magazine 12% ads Mail direct 10% Radio 9% Posters 6% Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
  15. 15. Looking at Communication Channels in Combination Highlights the Strength of TV Online DM TV Radio Print
  16. 16. Direct Mail Can Be Up to One and a Half Times More Responsive When TV is Included +143% Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
  17. 17. Similarly with Press, TV Generates + 52% More Response than Press in Isolation +52% Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
  18. 18. Effect of TV Advertising on Internet Responses is the Most Striking +175% Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
  19. 19. Thinkbox Evidence Echoes Our Findings - That TV Ads Elicit Direct Responses Online TV advertising drives on & offline behaviour Researched company/product 44% online Bought product in- store 30% Bought product online 20% Source: Thinkbox study by Deloitte/YouGov September 2009
  20. 20. In Fact TV Drives Nearly Half Of All Advertising Driven Responses 50% of all online responses Source: Thinkbox study with Mediacom 2009
  21. 21. Compare The Market - 100% Metric Growth From Integrated Media Campaign 100% 100% increase in increase in website insurance traffic quotes Cost per acquisition reduced by 73% Source: WARC
  22. 22. National Express Saw Exceptional Results From Their Integrated Summer Breeze Campaign £2million direct response Return on media investment 350% Source:DMA
  23. 23. Not only have we the evidence to show the amplification effect of TV, but there are many other compelling reasons why TV is the perfect complement to DM campaigns
  24. 24. TV Airtime Is Better Value Than For Almost 20 Years £8 £7 £6 Cost Per Thousand £5 £4 £3 £2 £1 £0 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
  25. 25. Producing Creative That Best Suits Your Needs Doesn’t Have To Cost The Earth £6.50 £300.00
  26. 26. Econometric Modelling Can Now Show Effect Of TV On Cost Of Other Media Source: Mediacom econometric modelling,
  27. 27. In Summary.. • Our research demonstrates there is a clear relationship between the use of TV and media channels to drive response • TV ad campaigns in conjunction with press, direct mail or online activity uplift response by 52%, 143% and 175% respectively • Many media agencies are successfully modelling impact of TV campaigns on their overall response rates • TV airtime is better value than for almost 20 years •TV production costs don’t have to be exorbitant – there are many examples of successful campaigns, inexpensively produced

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