In the past few years more and more digital media outlets have encroached on televisions dominance. The advent of Netflix, Hulu, Roku and other such services have changed the way that we consume media. But have these outlets stolen television’s marketing dominance?
Turner Broadcasting and Horizon Media partnered up with MarketShare to find out just that. They conducted a study that “analyzed thousands of marketing optimizations used by major advertisers from 2009 to 2014” and found that TV is still the most effective advertising medium when it comes to key performance indicators like sales and new accounts.
To put it simply TV is plain old reliable. Over a five-year period, an advertising campaign ran by a luxury automaker only lost 1.5% effectiveness on television while losing over 10% effectiveness on other media, both online and offline.
This may come as a surprise as there has been an increasing trend in pulling money from TV to spend on various digital advertising outlets; however, digital just can’t reach as many consumers as TV. Isaac Webber, VP of Strategy at MarketShare, said “TV is the giant megaphone.” Continuing with this analogy, if you think of digital retargeting as a quiet whisper in one specific person’s ear, it is easy to see how the giant megaphone will have a greater overall impact, purely due to reach.
It is important to note that while these findings do support that television is the most efficient in achieving KPIs, the best practice would be to use digital to compliment your tv campaign in a supplementary manor. The combination of the two will yield the best possible results. The giant megaphone can grab their attention and the whisper in the ear can close the deal.
If you need help coming up with the best media mix for your brand or company, Integrated Advertising, Inc. is here to help. Feel free to give us a call at 904-296-2595 or visit us online at intadvertising.com!
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Integrated Advertising is a full-service agency based in Jacksonville, FL., known for its expertise in strategic planning and negotiating, its award-winning commercial production, and promotional and event management. At Integrated Advertising, we help each client strategize the right plan to place the right ads, in the right spot, at the right time, so you can have a profitable company. Visit http://www.intadvertising.com/ or call (904) 296-2585 for more information
Sources:
http://www.adweek.com/tv-video/why-tv-still-most-effective-advertising-medium-165247/#/
