Yes, TV is your friend
Posted on 7th November 2018 in Articles of Interest
By Kim Portrate, ThinkTV
Kim Portrate, CEO of ThinkTV Australia, argues television can work in tandem with online-only channels to deliver the best results for marketers.
About a million years ago, while proudly wearing the blue and white check uniform of my primary school, I learned some big life lessons.
The first was that checks are definitely not my best fashion choice. The second, more important lesson was that when somebody asks if they can be your friend, the answer should always be “yes” – because nothing truly important is achieved without others. It’s not just that they need your support, you need theirs to get a job done well.
And today, as a CMO-turned-CEO with a host of media channels to befriend, the lessons ring truer and louder than ever because the job at hand is to help businesses and their brands grow. In 2018, marketers must be discerning and optimise their media mix according to the task in front of them.
We know media selection isn’t a simple, binary choice. We know it takes a cocktail of media channels to move consumers through the path-to-purchase to grow brands and businesses. ThinkTV exists to provide advertisers and their agencies with facts and data about the effectiveness of video advertising to ensure they have what they need to make good decisions about their media mix.
Along the way we have unearthed evidence about TV’s ability to effectively drive business outcomes. We believe the relative effectiveness of every media platform is central to the choices marketers make about their media mix. TV is a very powerful advertising platform for marketers, and a multitude of studies show TV has a multiplier effect when deployed with other media. But don’t take my word for it – look to the independent experts who have been at this a lot longer than ThinkTV.
Les Binet, one of the planet’s most revered marketing minds, spoke at the Agency Leader’s Symposium in the Hunter Valley in September about how media works better when it works together. As Binet’s awesome chart below shows, brands that use of a combination of video platforms generate the most growth.
Binet and his fellow “Godfather of Ad Effectiveness”, Peter Field, found brands that use TV only get more than double the average market share gains (per annum) of those that use only online video.
They also identified the magic “friendship” multiplier, where adding online video to the mix makes TV work almost 20 per cent harder.
It’s no news that the real work of advertisers and their media agencies is to determine the optimal split of media channels in order to deliver to a specific objective. Advertisers have a multitude of considerations when determining that mix. How quickly do you need to see a sales impact? Is the brand in a brand-safe environment? Is the ad visible? Is the ad viewable to completion? Do you need the sound on? Do you need the media effect to work long after the ad has aired?
Professor Karen-Nelson Field’s work on The Benchmark Series shows TV stacks up very well against all these variables. That’s not to say TV is the only media channel required, but rather to provide insights into the strengths of a channel that has been a great mate to marketers for more than 60 years.
So, if you want to know if TV is your friend, we think it’s a pretty definitive “yes”. You’ve got a friend in TV.
News / Articles of Interest / 31st Jan 2024
Published Mediaweek Australia’s broadcasters play an important role in society. From the news that keeps viewers informed to the programs we choose for entertainment and escape. Local stories matter to […]
News / Articles of Interest / 10th Nov 2023
By Kim Portrate, ThinkTV Published AdNews It’s been a big year for TV bringing Australians together for cultural moments that had everyone talking and smashing audience viewer numbers as a […]
News / Articles of Interest / 13th Oct 2023
By Danielle McWilliam, ThinkTV Published Mediaweek It’s rare that a week passes where there isn’t a headline proclaiming TV has a “problem”. The thing is, I think someone forgot to […]
News / Articles of Interest / 8th Jun 2023
Published AdNews Watching YouTube’s ‘The Long and The Short of It’ leaves the viewer with the impression the only way for brands to achieve short- and long-term business results is […]
News / Articles of Interest / 7th Jun 2023
Published AdNews ThinkTV has revealed a campaign featuring the stories behind some of Australia’s most successful advertising campaigns. The campaign sees marketers Brent Smart, Mim Haysom, Simon Cheng and Mark […]
News / Articles of Interest / 6th Jun 2023
By James Manning Published Mediaweek It’s television, but not as you know it, according to Mim Haysom, EGM Brand & Marketing at Suncorp Group. The celebrated marketing boss said the […]
News / Articles of Interest / 31st May 2023
By Kim Portrate, CEO ThinkTV Published AdNews Advertisers are entitled to transparency and truth from media partners. Kim Portrate asks why some make it hard to get it. From trade […]
News / Articles of Interest / 25th May 2023
By Ruby DerrickPublished AdNews Sixteen-year-old Australian-founded company Menulog is celebrating its fifth year and iteration of the Did Somebody Say campaign. The campaign is showing no signs of leaving the […]
News / Articles of Interest / 18th May 2023
Published Mi3 The way audiences consume video content is evolving but big brands are embracing the change. And one thing that isn’t going to change anytime soon is the role […]
News / Articles of Interest / 5th May 2023
By Tess ConneryPublished Mediaweek On Thursday afternoon, hundreds of industry representatives made the trip to Carriageworks in Eveleigh for ThinkTV’s RE VISION. After a Welcome to Country from Marrawarra and […]