Why TV?

WHY TV

Reasons you should consider TV as mandatory for your campaigns

DUMP ALL THE WRONG IDEAS YOU HAD ABOUT TV!

TV is too expensive compared to other medias

People do not watch it any more

TV campaign doesn’t add to my plurimedia campaign

It has been replaced by the Internet

TV is too far from the point of sale

TV ads are not rational enough

TV IS THE BEST PROFIT GENERATOR

ROI on TV is the highest of all medias

PWC Payback Studies analyzed datas to relate TV Investment and Sales and profits : 3,000 ad campaigns across nine advertising sectors between 2006 and 2011

TV advertising is strongly correlated to Brand Image (82%). Advertisers have 67% chance of increasing brand value in case of additionnal TV investment

Cutting TV investment can be very damageable for brand value

TV IS A MORE POWERFUL MEDIA THAN EVER

Only TV is able to reach such a large audience

Reach example in the UK is significant for any other European country. Most of them have around 80% of their population watching TV every day,

TV is also useful to contact hard to reach targets : young men aged 16-24 for example

Out of home TV viewing on mobile device add +1,5% of viewing time to the above figures

New measures of watching time per day include watching TV on other devices at home (Computer, Tablet etc…)

Average user in UK sees 48 Ads a day

TV BOOSTS OTHER TYPES OF MEDIA

TV Improves the effectiveness of a plurimedia campaign

TV Improves the effectiveness of a plurimedia campaign

Not taking in account this ‘Halo effect’ can minimize the perceived impact of TV in a Multi-media campaign

Direct Marketing is also strongly impacted : +92% Print Response, +96 Direct Mail response, +164% Online responses

For a brand advertising a single product, sales of other product also get impacted by TV Campaign (38% of total sales effect)

TV AND INTERNET WORK SIMULTANEOUSLY

TV drives qualitative web traffic

IPA Touchpoints survey is based on a representative sample of c.5,500 adults aged 15+, living in Great Britain.

Each respondent is asked to keep an e.Diary , detailing their activities on a half hourly basis over a seven day period a self-completion paper questionnaire covering attitudes, product ownership, shopping and media behaviour

TV IS A CALL TO ACTION

Most TV ads will generate an online response

Thanks to e-commerce, journey between seeing an ad on TV and effective buying has become much shorter, people can purchase during the ad break,

In the UK 25%

TV BRINGS CREDIBILITY TO ADVERTISERS

Consumers tend to give more credit to the brands advertising on TV

Due to the video ads, TV has much more creative potential than any other media

Creative campaign are much more likely to make the brand famous by generating buzz

TV CREATES EMOTION AMONGST VIEWERS

Emotional relationship between TV and customers brings strong effectiveness

IPA’s study : the link between creativity an effectiveness looked at 435 campaigns between 1994 and 2010 and fused the Gunn report database of creatively awarded campaign with the IPA effectiveness database to link creativity and effectiveness of advertising campaigns

Due to the video ads, TV has much more creative potential than any other media

Creative campaign are much more likely to make the brand famous by generating buzz

WHY TV, THEN?

You have no reason to avoid TV for your ad campaigns

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RTL AdConnect

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