In a media environment that’s noisy, cluttered and fractured, it’s often difficult to tell which channels are delivering and which ones aren’t. At AJ we’ve seen the Halo effect of TV advertising in action. When clients are finding it difficult to isolate the source of their responses, it’s often tempting to take a break from TV activity. What follows in invariably a measurable drop in the responses across ALL channels. What follows THAT is almost always a phone call asking “how quickly can you get us back on TV?……”
With this in mind we were unsurprised to see the recent research by GroupM that shows digital response channels see a clear uplift when TV is live. The study analysed the performance of TV, brand PPC, generic PPC and social across 14 brands, which included 1,489 weeks, and £283m total performance media spend.
Analysis found that on average, the performance of lower-funnel response channels improves by 13.7% when TV is part of the media mix.
More specifically, brand PPC, generic PPC and social saw an average uplift of 12.2%, 13.1% and 15.4% respectively in tracked performance when significant weights of TV were on air.
This research shows how essential TV advertising can be to the media mix. Clients might not be sure about what TV is actually doing but they definitely notice when it stops doing it.
Even if most of your marketing and sales are online, the benefits of a strategic TV campaign can be enormous. If you’d like to discover how the halo effect of TV advertising can boost your responses across the board (without resorting to cutting off your TV activity….), get in touch for an honest conversation about how we can help improve your results.