Pick the most effective channels

There’s a good reason why a whopping 90% of Effie Award winning campaigns use TV – it works. And research shows it delivers an outstanding return on investment.

It sometimes feels like the media landscape changes by the second, which can make it hard to choose any channel for your campaign, let alone the most effective one. So let us help simplify the process.

At ThinkTV, we reckon effectiveness is the most important metric to consider when it comes to advertising and to build an understanding of what makes campaigns effective, we have analysed Australia’s Effie Award winning campaigns since 2016. In 2018, a whopping 90% used TV while 80% used both TV and online video.

We also know that TV is effective at delivering a return on investment (ROI). Ebiquity’s econometric study, Payback Australia, used three years of sales and campaign data from 21 brands with a collective spend of $500 million across the four advertising categories of fast moving consumer goods, automotive, finance and e-commerce.

TV emerged as the most efficient channel delivering almost twice the sales uplift relative to media spend than search and radio, and around five times more sales uplift than out-of-home, online video and online display media.

To break it down, TV returned average sales of $1.70 for every dollar invested in the FMCG category. The return is even greater for automotive which delivers $8.90 while finance sees an ROI of $5.30.

Check out Payback Australia

Of course TV isn’t going to be the only channel you use for your campaign and finding the optimal media mix is important.

If you’re considering combining TV with other video platforms, the Benchmark Series has some important food for thought. The research, conducted by Professor Karen Nelson-Field, found that the best place to put the digital part of your video budget is Broadcaster Video on Demand (BVOD). Benchmark found the combination of TV and BVOD generates twice the sales impact of TV paired with social video.

About The Benchmark Series

View all our facts & stats

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