Posts filed under 'ROI & Effectivness'
July 2nd, 2008
Few things have given advertisers the willies more than DVRs (digital video recorders), TiVo and the reality that consumers can now fast-forward through the commercial breaks with ease and aplomb. But data released Monday by TiVo seems to indicate that well-made, engaging TV commercials will continue to be seen by consumers.
In May, the top 4 most-seen commercials by TiVO viewers watching “timeshifted” broadcast TV (meaning they hit “play” on their TiVo instead of “fast forward” and actually watched them) were presented by:
Other marketing segments that saw good viewership of their commercials by TiVo users were Nasonex (my guess is that cute bee voiced by Antonio Banderas drew them in), SC Johnson & Son Inc., American Express, Thompson’s Water Seal (which reminds me it’s time for me to seal my deck too), Macy’s (Usher, Martha Stewart and Donald Trump making fun of his own hair), and Honda Trucks/Pilot SUV.
The results show that good commercials will get seen…but also shows that the more mundane commercials timed just right (allergy nose spray is a huge seller in May, as is deck sealant) will capture viewers’ attention.
The study also showed that simply placing your commercial within a popular program doesn’t mean it’ll get seen by a larger audience. Grey’s Anatomy, for example, is a huge ratings hit…but it also is one of the top “timeshifted” shows and viewers hit fast-forward on the vast majority of the commercials within those episodes.
So, despite the Chicken Little fears of the DVR and TiVo among advertising types (full disclosure - I love, love, love, love my TiVo and will watch commercials if they’re interesting), it all comes down to good content and consumers’ desire to hear your message - if you have both of those, you’re golden.
June 2nd, 2008
Today’s Advertising Age published a story that shows conclusively that when it comes to advertising, a good media mix of online, television, radio and print will produce a better return than using one vehicle exclusively.
In a survey of 25,000 consumers done by national media-tracking firm Advertising Perceptions, results showed consumers were more inclined to buy products when they saw a particular brand across media channels. So effective is a mix of media that most product categories studied showed at least a 20% increase in consumers who said they “intend to buy” the products that they had seen in multiple media channels.
For example:
- online and TV viewers were 27% more likely to intend to buy beer than those who viewed TV alone
- 22% more likely to intend to buy apparel than TV viewers alone and
- 21% more likely to intend to buy consumer electronics than TV viewers alone.
Here’s a visual that is pretty convincing:
It seems clear that online advertising must be part of any marketing plan these days, along with a good mix of other vehicles. Each type of advertising channel - TV, radio, print, online - have their advantages and drawbacks, but each makes multiple contact points with your customers.
I could write on this topic exclusively every day for the next year and not cover all the nuances of media buying and placement. Long story short, mix it up in your marketing plan. And don’t just rely on one channel to carry your company’s message.
May 20th, 2008
In the national advertising conversation, broadcast TV is not “sexy.” Broadcast TV is not “buzzy.” Or “flashy.” Or “edgy.” But, when it comes to local news and information, local TV broadcasts and their corresponding websites are used by just over 50% of adults, at least according to a new survey conducted by Nielsen Research on behalf of the Television Bureau of Advertising (TVB). Plus, when it comes to advertising, the survey says the public perceives television ads as the most “influential,” “authoritative,” “exciting,” and “persuasive.”
Source for Local News, Sports and Weather:
Source for Learning about New Products or Brands:
See the complete report here (click on “Media Trends Track” and then “View the Study On-Line” under “Media Comparisons Study 2008″). There’s loads more information, including breakouts comparing the media-usage habits of men and women, their perception of the role of the media in their communities and how they use media outlets’ websites.
Certainly the TVB has a vested interest in showing broadcast TV as the preferred locale in the advertising mix…but I don’t discount their numbers. Mobile advertising, social networking sites and all the rest may be pushing the advertising conversation nationally, but as I’ve said earlier, when it comes to our local market, broadcast TV still seems to be the vehicle that carries the day for local advertisers.
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