TV the ‘least risky’ form of advertising, finds new research

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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Ignoring TV is a strange choice for a big brand

’Tis almost the season to be jolly. And with just seven weeks to go before Christmas the inevitable flood of festive advertising is starting to creep out.

Traditionally, Gap was always one of those perennial Christmas campaigns. An attractive bunch of multicultural dancers would adorn themselves with a rainbow of Gap’s winter clothing and dance to one festive jingle or another. And somewhere between a polo neck and tank top the American fashion brand would cement its place in many an Americans’ Christmas planning.

This year the fashion retailer has outdone itself with a splendidly emotional spot from New York agency Johannes Leonardo. A young boy and his mother trace the seasons with the help of an ancient Gap hoodie and a swelling orchestral soundtrack. There might not be anything new or particularly special about the minute-long spot, ‘Gift the Thought’, but the tinkling pianos and emotional pay-off are classic brand-building fare.

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FMCG brands and the future of TV

The growth of fast-moving consumer goods (FMCG) brands has been intrinsically linked to mass reach media, but brands now face difficult choices when it comes to TV in particular, which may require a serious reappraisal of the wider media market, an industry figure suggests.

In the first of two-part paper, Chris Worrell, head of strategy at Wavemaker, explains that FMCG brands can use TV to either reach fewer people with the same budget (risking campaigns that underperform) or increase investment to maintain reach (by default reducing ROI from the channel).

Or, he argues in Future fit communications planning: Exploring new strategies for growth for FMCG brands, they can reassess the role of other channels, which currently comprise only a small proportion of total media investment.

The decline in TV reach (and simultaneous growth in ad blocking) is reframing channels like radio and OOH as must-have mass reach channels, he maintains.

‘Digital TV must overcome its contradictions if it wants to attract more ad dollars’

If you talk to a young person about linear TV, they may snigger at the idea of checking listings in a print newspaper, writing out a schedule or remembering to tune in at exactly the right time. They might think it baffling that revellers used to get home from the pub and ‘see what’s on’.

These are the same youngsters who post on social media about spending half an hour finding something to watch on Netflix and then ignoring the show to stare at their phones. Don’t worry, this isn’t going to be a wistful article about the value of serendipity, but it is about contradictions; namely those in over-the-top (OTT) and video-on-demand (VoD) advertising.

Ad growth lags user growth

OTT services (which viewers access over the internet, sometimes via their TV sets) have seen rapid growth.

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Marketers undervalue the impact of traditional media channels

Marketers are overestimating the effectiveness and value of digital media channels such as online video and social media compared to more traditional formats such as TV, according to a new study.

Calling for a re-evaluation of where marketers spend their budgets, new research from Radiocentre and Ebiquity highlights a disconnect between the scale of investment pumped into online media and the value it delivers. It also reveals key industry decision-makers are significantly undervaluing traditional forms of media.

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World Television Day: hoe is het anno 2017 met broadcasting?

Het is vandaag World Television Day. De Verenigde Naties deze dag in 1996 uit om stil te staan bij de kracht en veelzijdigheid van televisie. De Global TV Group, bestaande uit broadcasters en brancheorganisaties, grijpt dit jaar deze dag aan om voor het eerst gezamenlijk naar buiten te treden met nieuwe, wereldwijde cijfers over tv. De cijfers tonen aan dat televisie een krachtig reclamemedium is en blijft…

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TV is the ‘beating heart’ of a major campaign

Digital developments and new platforms have their place, but TV can still act as the beating heart of any major advertising campaign, an industry figure has argued.

In a WARC Best Practice Paper, How to use TV effectively in the media mix, Matt Hill, research and planning director at Thinkbox, the marketing body for commercial TV in the UK, notes that while technology is advancing rapidly, the fundamentals of viewing behaviour haven’t changed.

“We like to watch TV on the best screen available, from the comfort of our living rooms, we like to watch TV together and the most popular form of video is live TV,” he observes.

And from an advertising point of view that means the average UK viewer last year watched 45 TV ads per day on their TV set at normal speed – only one fewer than in 2010 and six more than were viewed in 2006.

Bron en volledig bericht: Warc

Gen X, Y and Z agree traditional ads are better than digital

NIMA Update

A lot has been made about the gap between how millennials and their elders perceive advertising. However, according to new data from Kantar Millward Brown, there are more similarities than you might expect.

Having surveyed 23,000 consumers across 39 different countries, the research monitored advertising perceptions among Generation X; the baby boomers born between the early 1960s to late 1970s, Generation Y; people born in the 1980s and 1990s, Generation Z, people born 2000 onwards. And when asked which ad formats they respond best to, each generation voted in a higher proportion for traditional formats over online ad formats.

The most popular traditional format is cinema, with over half (59%) of UK consumers identified as Gen Z feeling ‘positive about it’ as an advertising channel, with Gen X (52%) and Gen Y (50%) not far behind. And even radio, the least popular traditional format on a list of six, is better perceived than desktop display, the most popular online ad format on a list of fix, among the three different generations.

Which traditional ad format do they respond best to? UK Gen Z UK Gen Y UK Gen X
Outdoor 50% 41% 43%
Cinema 59% 50% 52%
Magazines 34% 43% 40%
Newspapers 34% 35% 37%
TV 38% 43% 48%
Radio 27% 33% 32%

Only 20% of Gen Z are a fan of mobile video compared to a similar 21% of Gen Y and 17% of Gen X. And both the middle-aged and millennials share a low opinion of online search advertising, with only 25% of Gen Z and 23% of Gen Y a fan of the format. There’s also a universal disdain among British generations towards non-skippable pre-roll ads, with only 18% of Gen Z, 14% of Gen Y and 16% of Gen X open to the ad format.

Bron en volledig bericht: Marketingweek

Lineaire kijktijd daalt structureel en fors sinds april 2015

De kijktijd in de doelgroep 20-49 is in twee jaar met 15 procent gedaald. Dat blijkt uit cijfers van GroupM over 2016 in vergelijking met het jaar ervoor.

GroupM constateert dat de daling van de kijktijd sinds april 2015 is ingezet. Met uitzondering van de evenementmaanden juni en augustus is er in elke maand sprake geweest van een daling ten opzichte van dezelfde maand in 2015. Een verklaring waarom de structurele daling per april 2015 begint, is moeilijk te geven.

De cijfers hebben betrekking op de belangrijkste commerciële doelgroep 20-49 jaar en het avondtijdvak (18:00-24:00u). (SKO rapporteert altijd op de doelgroep 6 jaar en ouder en op de hele dag).

In totaal is de kijktijd binnen de doelgroep 20-49 jaar ruim 7 procent lager dan in 2015. Het is duidelijk dat de grootste daling plaats heeft onder de 13-19 jarigen (-17%) en de kleinste daling bij de 50+-ers (-2,6%).

Bron en lees verder: Adformatie