Download - Response TV & Door Drop Marketing
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Landing Slide
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..And It Must Be Cost Efficient Measurable Response
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Historically There Have Been Perceived Obstacles to Using TV as a Response Medium
Airtime Cost
Production costs
Lead times
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TV Can Represent A Pivotal Role In The Drive For Response And Sales
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We Set Out to Examine the Relationship Between TV and Other Media
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The DMA - An Obvious Partner
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ITV Commissioned Analysis To Examine The Effect Of TV On Other Media…
3,000 adults in UK
3 months of data
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…Designed To Measure Media Channels Received and Responsiveness To Them
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We can now quantify the impact of using TV as part
of multi-media campaigns to amplify the response from
consumers
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Direct Mail, Press & TV are the Most Received Communication Channels in Terms of Recall
33%
36%
40%
51%
51%
59%
60%
88%
Radio
Internet ads
Posters
Mail Direct
Newspaper/magazineads
TV ads
Mail to occupier
Leaflets throughdoor
Received marketing channels
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
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For a Successful Campaign Engagement With Commercial Messages is as Important as Reach
18%
23%
23%
27%
27%
31%
42%
Internet ads
Mail direct
Leaflets through door
Posters
Radio ads
Newspaper/magazine ads
TV ads
Acceptability of marketing channels
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
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TV Drives the Highest Levels of Future Response From Consumers
6%
8%
8%
12%
13%
13%
15%
Posters
Radio
Internet
Leaflets throughdoor
Mail direct
Newspaper/magazineads
TV ads
Will respond to in future
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
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Young Adults Aged 15-24 are Especially Responsive to TV
6%
9%
10%
12%
12%
13%
19%
Posters
Radio
Mail direct
Newspaper/magazineads
Leaflets through door
Internet
TV ads
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
Will respond to in future
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Looking at Communication Channels in Combination Highlights the Strength of TV
Radio
DMOnline
TV
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Direct Mail Can Be Up to One and a Half Times More Responsive When TV is Included
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
+143%
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Similarly with Press, TV Generates + 52% More Response than Press in Isolation
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
+52%
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Effect of TV Advertising on Internet Responses is the Most Striking
Source: Data Talk study for ITV Sept 2009, 3,000 UK adults
+175%
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Thinkbox Evidence Echoes Our Findings - That TV Ads Elicit Direct Responses Online
20%
30%
44%
Bought productonline
Bought product in-store
Researchedcompany/product
online
Source: Thinkbox study by Deloitte/YouGov September 2009
TV advertising drives on & offline behaviour
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Source: Thinkbox study with Mediacom 2009
In Fact TV Drives Nearly Half Of All Advertising Driven Responses
50% of all online
responses
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Compare The Market - 100% Metric Growth From Integrated Media Campaign
100% increase in
website traffic
100% increase in insurance
quotes
Cost per acquisition reduced by 73%
Source: WARC
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National Express Saw Exceptional Results From Their Integrated Summer Breeze
Campaign
Source:DMA
£2million direct response
Return on media investment 350%
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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
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TV Airtime Is Better Value Than For Almost 20 Years
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Producing Creative That Best Suits Your Needs Doesn’t Have To Cost The Earth
£6.50 £300.00
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Econometric Modelling Can Now Show Effect Of TV On Cost Of Other Media
Source: Mediacom econometric modelling,
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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