Short & long term success
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
Facts & Stats
Attention. Emotion. Impact & Profit.
Total TV remains the master of effectiveness in the videoverse, no matter which part of the funnel you’re looking at.
Facts & Stats
Make Total TV first on & last off every media plan
While plenty of channels can reach large numbers of the Australian population, few can do it as quickly and simultaneously as TV. With engaged, attentive viewers, TV continues to do […]
Facts & Stats
Advertising Pays
The economic, employment and business value of advertising
Facts & Stats
Total TV Reach
A full picture of TV’s growing audience across screens.
Facts & Stats / The Benchmark Series
The Benchmark Series: Cross Channel Impact
In its seventh year, The Benchmark Series investigates the impact of different media channels and their interactions to drive the best media mix.
Facts & Stats / The Benchmark Series
The Brand Engine: Optimise your media spend & power better brand outcomes
Marketers are always looking to increase effectiveness and efficiency of media investment, but without consistent access to econometric modelling it can be challenging to design campaigns for the best possible […]
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BVOD consumption
Australia’s fastest-growing media channel continues to accelerate.
Facts & Stats / The Effie Awards
Attention & Effectiveness: To ESOV & Beyond Part II
Find out how you can supercharge attention for your marketing campaigns.
Facts & Stats / The Payback Series
Media Engine: Power up the revenue returns of your next campaign
With a wealth of econometric and campaign learnings at our fingertips, we wanted to find a way to help ensure your briefs are grounded in facts. Because smart strategies, powered […]
Facts & Stats / The Benchmark Series