1) The document is a presentation from Thinkbox that highlights key statistics about the effectiveness of television advertising through various charts and data.
2) Some of the main points shown are that TV advertising generates the highest profit of any media, provides the best business results, and dominates video consumption globally.
3) Additional data shows TV reaches over 90% of the population weekly and that the majority of viewing is live, though consumption on other devices is increasing. Emotive ads are also shown to generate more sales and profit than other styles of ads.
TV advertising's killer charts: what every marketer should know Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
It's packed full of useful and inspiring stuff from advertising response and talkability to the power of emotion and fame.
'Payback 4: Pathways to Profit' by Ebiquity for Thinkbox - an advertising eff...Thinkbox TV
‘Payback 4: pathways to profit’ (2014) is an econometric analysis by Ebiquity for Thinkbox of over 4,500 ad campaigns across 10 advertising sectors between 2008 and 2014. It compared, on a like-for-like basis, the sales and profit impact of five forms of advertising: TV (linear spot and sponsorship), radio, press, online display (excluding video on demand) and outdoor. The study is an update on Ebiquity’s previous effectiveness study for Thinkbox, Payback 3, which was published in 2011.
Payback 4 found that TV advertising remains the most effective form of advertising and creates the most profit for businesses pound for pound. The study found that TV gave an average return of £1.79 for every £1 invested during 2011-14. This is up from £1.70 for every £1 invested during 2008-11. It also found that TV consistently demonstrated the highest return on investment (ROI) of any form of advertising over the last 7 years, a period of economic recession and major upheaval in media technology and consumption.
Thinkbox launched the third instalment in its award-winning Screen Life series of research studies. Commissioned from Craft research, Screen Life 3 looked at emerging TV technologies and behaviours.
A review of research from Australia and around the world confirms that TV advertising is as effective and as relevant today as ever. What’s more, TV continues to deliver the greatest profit to advertisers.
This TV Trends Report is packed full of facts and figures about the television industry. For more information, visit thinktv.com.au or follow us @Think_TV
TV advertising's killer charts: what every marketer should know Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
It's packed full of useful and inspiring stuff from advertising response and talkability to the power of emotion and fame.
'Payback 4: Pathways to Profit' by Ebiquity for Thinkbox - an advertising eff...Thinkbox TV
‘Payback 4: pathways to profit’ (2014) is an econometric analysis by Ebiquity for Thinkbox of over 4,500 ad campaigns across 10 advertising sectors between 2008 and 2014. It compared, on a like-for-like basis, the sales and profit impact of five forms of advertising: TV (linear spot and sponsorship), radio, press, online display (excluding video on demand) and outdoor. The study is an update on Ebiquity’s previous effectiveness study for Thinkbox, Payback 3, which was published in 2011.
Payback 4 found that TV advertising remains the most effective form of advertising and creates the most profit for businesses pound for pound. The study found that TV gave an average return of £1.79 for every £1 invested during 2011-14. This is up from £1.70 for every £1 invested during 2008-11. It also found that TV consistently demonstrated the highest return on investment (ROI) of any form of advertising over the last 7 years, a period of economic recession and major upheaval in media technology and consumption.
Thinkbox launched the third instalment in its award-winning Screen Life series of research studies. Commissioned from Craft research, Screen Life 3 looked at emerging TV technologies and behaviours.
A review of research from Australia and around the world confirms that TV advertising is as effective and as relevant today as ever. What’s more, TV continues to deliver the greatest profit to advertisers.
This TV Trends Report is packed full of facts and figures about the television industry. For more information, visit thinktv.com.au or follow us @Think_TV
How to optimise TV advertising with real-time web analyticsGoSquared
How to optimise TV Ad Campaigns with web analytics. Includes case study on Moonpig.com.
GoSquared shares their thoughts on agencies and brands can use web analytics to maximise the effectiveness of their TV advertising.
Find our more at gosquared.com.
TV 2020 – Five years that will change TV like never beforeChristophe Rufin
Based on Comcast's recent comments that "TV will change more in the next 5 years than it has in the last 50", telcos could rule TV and home entertainement more than ever by 2020. Here’s why. Presented at the Connected TV World Summit, June 2014. #CTVS14
Ericsson ConsumerLab, annual TV & Media report 2015 - PresentationEricsson
http://www.ericsson.com/consumberlab
This report looks at the rapidly changing consumer habits and expectations such as the increase of on demand video viewing as well as growing importance of anywhere access.
The TV landscape is changing. New TV and media services are enabling consumers to decide what they want to watch and combine their own pick-and-mix solutions. This disruption puts the empowered user at the center. To remain relevant, service providers need to remain on their toes.
Amidst the last quarter clutter of TV advertising, breaking through the sheer volume of repetitive messaging is a daunting task. Leveraging careful use of advanced TV targeting techniques, programmatic and VOD channels, and the combining them with traditional media buys, Positec realized 40% growth year-over-year by effecting just the right mix.
Presentación del CEO de Optiva Media, Valia Merino, en el Desayuno Europeo sobre el nuevo cliente digital organizado por Madrid Network el pasado 11 de diciembre en la sede de la Comisión Europea en Madrid. La presentación enfoca la reflexión en el nuevo rol del televidente digital móvil y cómo la industria se está adaptando al mismo.
Youtube being the Second largest Search engine, Why a Brand should move to Youtube, A Great study by Nielsen proving a point that why TV advertising may not get the potential reach unless you Integrate it with YOUTUBE
Icareus Addressable TV Advertising Presentation 2018 - NEWJessica Glad
Want to know what is Addressable TV advertising? And how will it change the TV advertising?
Check this Icareus' Addressable TV Advertising presentation.
Version: 20180814
Martin Pescador Boutique Hotel, located in Búzios, Rio de Janeiro, Brazil. Excellent opportunity for real estate investment and a lucrative business.
http://www.jt-imoveis.com.br
How to optimise TV advertising with real-time web analyticsGoSquared
How to optimise TV Ad Campaigns with web analytics. Includes case study on Moonpig.com.
GoSquared shares their thoughts on agencies and brands can use web analytics to maximise the effectiveness of their TV advertising.
Find our more at gosquared.com.
TV 2020 – Five years that will change TV like never beforeChristophe Rufin
Based on Comcast's recent comments that "TV will change more in the next 5 years than it has in the last 50", telcos could rule TV and home entertainement more than ever by 2020. Here’s why. Presented at the Connected TV World Summit, June 2014. #CTVS14
Ericsson ConsumerLab, annual TV & Media report 2015 - PresentationEricsson
http://www.ericsson.com/consumberlab
This report looks at the rapidly changing consumer habits and expectations such as the increase of on demand video viewing as well as growing importance of anywhere access.
The TV landscape is changing. New TV and media services are enabling consumers to decide what they want to watch and combine their own pick-and-mix solutions. This disruption puts the empowered user at the center. To remain relevant, service providers need to remain on their toes.
Amidst the last quarter clutter of TV advertising, breaking through the sheer volume of repetitive messaging is a daunting task. Leveraging careful use of advanced TV targeting techniques, programmatic and VOD channels, and the combining them with traditional media buys, Positec realized 40% growth year-over-year by effecting just the right mix.
Presentación del CEO de Optiva Media, Valia Merino, en el Desayuno Europeo sobre el nuevo cliente digital organizado por Madrid Network el pasado 11 de diciembre en la sede de la Comisión Europea en Madrid. La presentación enfoca la reflexión en el nuevo rol del televidente digital móvil y cómo la industria se está adaptando al mismo.
Youtube being the Second largest Search engine, Why a Brand should move to Youtube, A Great study by Nielsen proving a point that why TV advertising may not get the potential reach unless you Integrate it with YOUTUBE
Icareus Addressable TV Advertising Presentation 2018 - NEWJessica Glad
Want to know what is Addressable TV advertising? And how will it change the TV advertising?
Check this Icareus' Addressable TV Advertising presentation.
Version: 20180814
Martin Pescador Boutique Hotel, located in Búzios, Rio de Janeiro, Brazil. Excellent opportunity for real estate investment and a lucrative business.
http://www.jt-imoveis.com.br
Hotel investment opportunity in Phnom Penh with Queen Boutique Hotel, a 43-room hotel in city center. Investor can expect a gross yield of up to 5.6% per month or 68% p.a.
When looking for a loan or venture capital to invest in a new or existing business, it is essential to develop a high quality proposal. Developing a good proposal requires (1) Plenty of advance planning (2) A detailed understanding of your business (3) Some accounting knowledge (4) Focus (5) Writing ability.
Every investment proposal is different, because every investment is unique. However, a successful investment proposal must focus on and answer three basic questions for the investor: (1) Is my investment safe? (2) When will I get back my initial investment and profits? (3) How much money will I make?
This guide will provide you with an outline of a high quality Business Investment Proposal.
explosive exposure of the lies and falsehoods of mamata bannerjee, trinamul congress leader and Chief Minister. Bursting the bubble of self created myths of mamata. With documents etc laying bare mamata's misrule and how she has taken the people for a ride by hoodwinking them.
TV and digital video continue to collide and nothing represents that more than over-the-top (OTT). As an emerging medium, OTT has its share of challenges and opportunities - but one thing is clear, consumers are increasingly accessing video outside of traditional pay TV models. But how are they viewing OTT? And how are advertisers using it?
Check out The OTT Reality Check slideshow to get a snapshot on the latest trends within space.
Google is trying hard to sell Youtube ads for brand awareness but definitely not for sales conversion for most industries. Personally I reckon those ads interrupt users video experience and I just want to click the 'skip ads' button.
Scott Burke, Yahoo! Keynote at Alphonso Summit on Extending Television to Mo...Ashish Chordia
Scott is SVP of Advertising at Yahoo and did the keynote for Alphonso Summit 2014.
Scott hit on the following points:
Yahoo with large amount of user data from all its properties and from it’s recent purchase of largest mobile application analytics company Flurry sees the massive trend of users splitting their time across TV and digital and consistently multi-tasking on devices. He presented data from Yahoo that showed that 93% of the users watched TV while simultaneously using a mobile device.
Looking forward by 2017, there will be 3.8B devices and consumers check mobile device 150 times a day. That is massive usage. Speaking of Flurry, Scott alluded to the mindset of ‘closing the loop’. Scott alluded to Yahoo’s thrust on premium branded content, as a company that sits in the intersection of community (via Tumblr) and content. Lastly, Scott showed some interesting details on the pilot runs on Yahoo! connected TV platform and spoke about the Tune-in pilots and lifts gained by Yahoo!.
Size does matter—at least when it comes to TV Everywhere (TVE) viewing, according to a new report from Adobe Digital Insights (ADI), which looked at TVE consumption trends from January 2015 to January 2017.
TV & Video: An Analysis of Consumer Habit Ericsson
From the Ericsson ConsumerLab: http://www.ericsson.com/thinkingahead/consumerlab
We have entered a new era in television. On-demand packages delivered via
Over The Top (OTT), cable or IPTV are being embraced by people around the world.
These new technologies
and services not only improve
people’s viewing experience –
they also change the fundamental ways in which we approach entertainment.
Tania Seif oversees the social marketing strategy and team at Coral, one of the UK’s largest bookmaking and gaming brands.
Read Tania's presentation 'Social Media & the Path to Purchase & Loyalty' from oi15
Key Trends in the European Audiovisual MarketChristian Grece
Key Trends presentation on the EU audiovisual market. Pay TV, commercial TV, public TV and Home Entertainment and their evolution the past 5 years. SVOD and TVOD and the impact of digital business models on the traditional EU TV market.
Using the results from over 500 econometric models over the last five years, Benchmarketing has proved that newsbrands continue to play a very important part in the modern media mix. As a result, advertising spend should return to 2013 levels for optimum effectiveness
X-Series: Metrics 2014: Smart Data and Social MediaIAB Canada
Presentation from Franz Fontaine, VP Strategy, Seevibes at IAB Canada's X-Series Metrics 2014 in Toronto:
It’s a fact; television is one of the most talked about subjects in social media. Capturing and harnessing the enriched social data around these conversations is a key variable when planning and buying TV. It’s basically the only proof of engagement of a television property. Franz explores data availability (it is available!) and how the enrichment process can deliver empirical units of TV performance. Understanding the interests/consumption habits of the Social TV audience provides actionable insights that can be empirically measured against sound KPI’s. Franz looks at the L’Oréal use case, key takeaways and the opportunity of social TV audience retargeting.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
TV advertising's killer charts: what every marketer should know (10 slide taster deck)
1. TV advertising’s killer charts
What every marketer should know
10 nickable charts
With notes
Taster Deck
Published: June 2015
2. Thinkbox is supported by 99% of UK broadcasting
Main shareholders
Associates & supporters
3. TV advertising is the best profit generator
£1.79
£1.52 £1.48
£0.91
£0.37
£0.00
£0.20
£0.40
£0.60
£0.80
£1.00
£1.20
£1.40
£1.60
£1.80
£2.00
TV Radio Press Online Display Out of Home
ProfitROI
2008-2011
Source: Payback 4, 2008-2011 & 2011-2014, Ebiquity
Payback 4 (2011-2014)
4. TV gives the best business results
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Increaseinno.ofbusinesseffects
Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA
5. TV dominates the world of video
Source: BARB / comScore / Broadcaster stream data / OFCOM Digital Day / IPA Touchpoints 5 / Rentrak, 2014
7.5%
6.9%
6.6%
3.7%
9.1%
6.9%
9.5%
48.8%
3.5%
4.5%
4.6%
2.2%
3.8%
3.0%
10.9%
67.1%
YouTube
Other online video
Online 'adult' video
Cinema
Subscription VOD
DVD
Broadcaster VOD
Playback TV
Live TV
All Individuals: 4hrs, 20 mins
16-24s: 3hrs, 30 mins
All Individuals
16-24s
Average video time per day
0.4%
1.0%
6. TV accounts for nearly half of people’s chosen media day
TV 48.0%
Radio 21.2%
Video clips/movies/music online 1.9%
Adults 15+
Includes only media which people choose to consume (i.e. excludes out of home)
Source: Touchpoints 5, 2014, IPA. Base: adults 15+. TV, radio, newspaper & magazine figures include online/app consumption
Newspapers 3.9%
Magazines 0.6%
Cinema 0.4%
• TV, radio, newspaper &
magazine figures include
online/app consumption
Other online activity 1.3%
Online games 1.1%
Online buying/product info/banking 1.6%
Online browsing/info seeking 4.6%
Internet for work 3.7%
Email 5.6%
Social networking/messaging
6.2%
7. TV accounts for over 40% of 15-24s chosen media day
TV 41.3%
Radio 13.1%
Adults 15-24
Newspapers 1.4%
Magazines 0.4%
Cinema 1.0%
• TV, radio, newspaper &
magazine figures include
consumption via internet/appsOther online activity 1.5%
Online games 1.8%
Online buying/product info/banking 1.8%
Online browsing/info seeking 7.4%
Internet for work 3.2%
Email 5.4%
Social networking/
messaging 15.7%
Video clips/movies/music online 6.3%
Includes only media which people choose to consume (i.e. excludes out of home)
Source: Touchpoints 5, 2014, IPA. Base: adults 15-24. TV, radio, newspaper & magazine figures include online/app consumption
8. TV has extremely high daily, weekly and monthly reach
Source: BARB, 2014, individuals, reach 1min+
Commercial TV reaches
71.4% of the population in a day
92.8% of the population in a week
98.2% of the population in a month
9. The majority of TV viewing is live
Source: BARB, 2014. Base: individuals & individuals in DTR homes
Individuals Individuals with DTRs
88%
6%
6%
Individuals Individuals with digital recorders (DTRs)
83%
8%
9%
Live Viewed on the same day as live (VOSDAL) Time-shifted viewing within 7 days
10. Viewing on other devices is small, but on the increase
Source: BARB, 2014, and UK broadcaster data. Base: individuals
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
2013 2014
No.ofhoursofTVviewedperday
TV (streamed & on-
demand) viewed on
other devices
Commercial Linear
TV
Non-Commercial
Linear TV1 hour
18 mins
3 hours
44 mins
30 secs
2 hours
25 mins
1 hour
16 mins
2 hours
33 mins
1 hour
19 mins
3 hours
52 mins
3 mins
3 mins
30 secs
11. Fame and emotion generate the most sales and profit
58%
39%
0%
10%
20%
30%
40%
50%
60%
70%
Sales Profit
Fame
Emotive
Informative
Persuasive
Source: ‘Marketing in the Era of Accountability’, 2007, IPA
Emotive campaigns or ads which achieved fame 50% more likely to gain large business effects
12. TV ads evoke emotion more than ads in other media
77%
8% 8% 6% 6%
TV Radio Papers Mags Internet
Source: TV Nation, 2014, Ipsos MediaCT/Thinkbox. Base: all adults 15+.
77% claim TV ads are most likely to make them laugh/cry/feel emotional
13. TV advertising’s killer charts
What every marketer should know
Hungry for more?
Click here for the
www.thinkbox.tv
44 nickable charts
With notes
Full Deck
Hello. Welcome to ‘TV advertising’s killer charts’. This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising – and is in fact becoming more effective.
If you have any questions about this deck – or would like more information on any topic – please contact us via info@thinkbox.tv.
Before the killer charts, a quick word about Thinkbox. Thinkbox is the marketing body for commercial TV in the UK, in all its forms – broadcast, on-demand and interactive. We work with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.
Thinkbox’s shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, who together represent 99% of commercial TV advertising revenue through their owned and partner TV channels. Associate Members are RTL Group, Virgin Media, London Live, Norway’s SBS Discovery and Australia’s ThinkTV. Discovery Channel UK, UTV and STV also give direct financial support.
TV today has more to offer advertisers than ever before, not least because this growing medium remains at the heart of popular culture and advertising effectiveness. From understanding how audiences engage with TV advertising, uncovering what the latest technological developments mean, explaining innovative and affordable solutions, and encouraging creativity to providing the rigorous proof of effectiveness that advertisers need, Thinkbox is here to help customers meet their marketing objectives.
2014 saw the launch of ‘Payback 4: Pathways to Profit’, an independent econometric study by Ebiquity – commissioned by Thinkbox. One of the key findings from the research was that TV remains the most effective form of advertising, generating the most profit pound for pound.
The study was an analysis of over 4,500 ad campaigns across 10 advertising sectors between 2008 and 2014. It compared, on a like-for-like basis, the sales and profit impact of five forms of advertising: TV (linear spot and sponsorship), radio, press, online display (excluding video on demand) and outdoor. The study is an update on Ebiquity’s previous effectiveness study for Thinkbox, Payback 3, which was published in 2011.
‘Advertising Effectiveness: the long and short of it’ by the IPA demonstrated that TV stands head and shoulders above other media in driving business results. It adds the greatest number of business effects to a campaign – things such as sales, profit, market share – and, the more business effects, the more commercially successful the campaign will be.
All TV is video, but not all video is TV. TV is special for its content, its context and its huge appeal. There are lots of different types of video, from linear TV to online video, to subscription VOD services like Netflix, to cinema.
TV viewing (live, playback and the Broadcasters’ VOD services) dominates the video viewing of all ages. Younger people have always watched less TV than the average and this generation of 16-24s has a more varied video diet. TV accounts for 65% of their total video viewing compared to the UK average of 81%.
Another part of the reason for this difference in video consumption is the fact that 16-24s are the biggest fans of watching video on new screens, such as tablets and smartphones. 30% of 16-24s’ video viewing is on these devices – double that of the average individual at 15%.
According to the IPA’s most recent Touchpoints study, TV accounts for 48% of the time people choose to spend with media.
As with the UK as a whole, the same is true of younger people: according to the IPA’s Touchpoints, TV takes the lion’s share of 15-24s’ chosen media day.
TV has the greatest reach of all media. No other form of advertising can build scale as quickly and powerfully as TV.
In 2014, 88% of all TV set viewing was watched live compared to 89% in 2013 (there is no data yet to show what proportion of TV watched on other screens is live-streamed).
Specifically in the 58% of households that own a digital television recorder (DTR), 83% of TV on a TV set in 2014 was watched live compared to 84% in 2013. The level of non-live viewing (i.e. playback and VOD within 7 days on a TV set) seems to be settling around the 15-20% mark.
Watching TV on other devices is still only a small part of total viewing, but it is on the increase. On average people watch an extra 3 minutes and 30 seconds of TV a day on other devices such as smartphones, tablets and laptops - bringing total viewing to 3hours and 45mins a day.
Research from the IPA has shown that emotive and famous campaigns generate the largest business effects. Against the important, hard business success metrics of sales and profit, campaigns with emotion and fame outperformed more rational/information led approaches across the board. This was the case even in supposedly highly rational categories.
Thinkbox’s ‘TV Nation’ work showed that TV ads were by far the most likely to make people feel emotional, and creating an emotional response is incredibly important in advertising.
If you liked those ten killer slides, you might want to get hold of the Full Deck. It’s packed full of useful and inspiring stuff from advertising response and talkability to the power of emotion and fame. Just click on the link in the slide or visit www.thinkbox.tv/nickable-stuff to get your copy of the slides.
Find out more from Thinkbox
Whether you are in need of information or inspiration, we’ll keep you up to date:
Visit thinkbox.tv
Register for our newsletter
Download the Thinkbox app
Or simply, talk to us