TV is the “least risky” form of advertising, providing the most consistent return on investment when compared to other media channels, according to new research.
The study, conducted by Gain Theory, MediaCom and Wavemaker on behalf of Thinkbox, finds that linear TV advertising and broadcast video-on-demand (BVoD) deliver just 20% of variance compared with the median return (with BVoD performing slightly better than linear TV). This means that the middle 50% of results are within 20% (+/-) of the median ROI.
For online video, the variance is closer to 40% and gets progressively worse through to print, where it is close to 90% (see chart below).
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