Now Reading | Why TV is Still the Most Effective Advertising Medium. (Key findings from MarketShare study, by Jason Lynch)
http://www.adweek.com/news/advertising-branding/why-tv-still-most-effective-advertising-medium-165247
I am a believer in the power of TV. I have been for the past decade and have used it successfully with 100% of our clients. There is always a debate around TV and articles surface often declaring the death of TV and the rise of digital. But TV still remains the most effective advertising medium. That’s not just my belief and my experience, it’s the finding of a new study Turner Broadcasting and Horizon Media partnered on with marketing-analytics company MarketShare, which meta-analyzed thousands of marketing optimizations used by major advertisers from 2009 to 2014.
Here were some of the studies key findings:
- MarketShare analyzed advertising performance across industry and media outlets like television, online display, paid search, print and radio advertising and found that TV has the highest efficiency at achieving key performance indicators, or KPIs (Key Performance Indicators), like sales and new accounts. When comparing performance at similar spending levels, TV averaged four times the sales lift of digital.
- TV has maintained its effectiveness at driving advertiser KPIs over the last five years. In a study using data from a luxury automaker, TV was the only medium to maintain its effectiveness (a 1.5 percent decrease in five years) while the other advertising media—both online and offline—declined more than 10 percent.
- TV marketers can optimize their spend by leveraging data sources, including high-frequency consumer interactions like website visits and inbound calls, to improve TV advertising performance.
- Premium online video from broadcast and cable networks out-performs video content from other publishers.
The article goes on to say:
The study found that “TV is the giant megaphone,” said Isaac Weber, vp of strategy at MarketShare. “When you want to get a message out, that’s still really the most powerful means to do it. The way that people view and consume television has changed … but I think the question is less about what has changed with television and more about what are some of the underlying issues with some of these other vehicles.”
Added Shimmel, “We’re not saying that digital is bad, but digital just can’t make up the reach that TV delivers. And digital, used in a way that’s complementary to TV, is a more effective strategy.”
Rock on.
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