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Short & long term success

Today’s brands need to balance short- and long-term marketing activities. Short-term results such as sales and leads matter, but so does long-term brand building. Few mediums have the versatility to deliver on both like TV does.

Today’s brands need to balance short- and long-term marketing activities.

Of course we couldn’t talk about short and long term marketing results without mentioning the godfathers of marketing effectiveness, Peter Field and Les Binet. Field and Binet’s research has established that today’s brands cannot afford to simply focus on the short term.

Yes, short-term sales figures matter but they need to be balanced with long-term brand building activities. And if you’re looking to get the balance right, look no further than TV.

Research shows TV has the ability to play at both ends of the marketing funnel. Just ask tradesperson platform hipages.

Hipages was experiencing a brand awareness problem and naturally turned to TV to help solve it but the business also found advertising on TV delivered almost instant results with a sharp increase in app downloads and job listings.

View all our facts & stats

TV & BVOD Consumption

Facts & Stats

TV & BVOD Consumption

As marketers and media experts we have a sense for the trends, including which data points to keep a close eye on and which are red herrings. But with COVID-19 […]

Today’s TV

Facts & Stats / Global

Today’s TV

As TV continues to evolve, it is important to understand what “watching TV” really looks like in households around the world, how viewers are navigating through the ever-changing and expanding […]

Fact Pack: July to Dec 2019

Facts & Stats / ThinkTV Fact Packs

Fact Pack: July to Dec 2019

Jam-packed with information on the state of TV, ThinkTV’s July to December 2019 Fact Pack provides a comprehensive overview of audience data for the second half of 2019.

Australian Advertising Effectiveness Rules

Facts & Stats / The Effie Awards

Australian Advertising Effectiveness Rules

What can two years of Australia’s most effective campaigns tell us?

The Benchmark Series: Cross Screen Effects

Facts & Stats / The Benchmark Series

The Benchmark Series: Cross Screen Effects

The results from The Benchmark Series have consistently demonstrated that the superior screen coverage and viewability of TV drives greater attention and delivers higher sales impact than social video, irrespective […]

The Future Series: Future of Banking

Facts & Stats / The Future Series

The Future Series: Future of Banking

As the finance industry emerges from a tumultuous time, marketing leaders are presented with a golden opportunity to refocus their efforts with the customer at the core. As financial services […]

TV delivers twice the active attention of YouTube and 15 times the active attention of Facebook

Facts & Stats / Fast Facts

TV delivers twice the active attention of YouTube and 15 times the active attention of Facebook

The primary driver of this attention is screen coverage with ads on TV taking up 100% of the screen 100% of the time. By comparison, video ads on Facebook only […]

Fact Pack: Jan to Jun 2019

Facts & Stats / ThinkTV Fact Packs

Fact Pack: Jan to Jun 2019

Jam-packed with information on the state of TV, ThinkTV’s January to June 2019 Fact Pack provides a comprehensive overview of audience data for the first half of 2019.

Maximising Payback

Facts & Stats / Payback Australia

Maximising Payback

Ebiquity’s advice for FMCG, Finance and Automotive sectors is to increase the average percentage of media budgets allocated to TV.

TV is 2.4x as effective at driving sales impact & lasts 9x as long as social video

Facts & Stats / Fast Facts

TV is 2.4x as effective at driving sales impact & lasts 9x as long as social video

Retaining a brand in a person’s memory for retrieval at the point of purchase is crucial to impacting long term growth. That’s why it pays to invest in advertising that […]