A 35% increase in new jobs coming from brand search driven by TV’s power to generate awareness
TV helped to increase aided awareness from 27% to 37%, a figure which held for six months post campaign
Brand consideration was up from 17% to 24% which also held for six months
Second, to better understand the impact of TV advertising on hipages, ThinkTV commissioned KPMG Australia to undertake marketing mix modelling*, a statistical analysis using marketing data to evaluate the historic and future impact of various marketing tactics.
The KPMG modelling found that:
- After search (80%), TV delivered the second highest conversion rate, contributing 11% of hipages’ job volume from a 10% share of total media investment.
- TV was the only non-digital channel (including radio, print and outdoor) to command a positive short-term return, delivering a return of investment (ROI) of $1.12.
- TV drove more brand search clicks than any other broadcast media channel, and delivered a 39% increase in brand search clicks relative to radio.
KPMG Director Karen Halligan commented: “According to our econometric analysis, TV delivered a positive short-term ROI for hipages, in addition to building long-term brand awareness. TV also drove an uplift in app downloads, a key driver of customer lifetime value.”