Online businesses booming on TV
4 June 2018
ONLINE BUSINESSES BOOMING ON TV
GLOBAL FIGURES REVEAL THE IMPORTANCE OF TV ADVERTISING TO
”Like most marketers, we use a range of channels to achieve campaign objectives. We know that audiences engage with content across different platforms at different times, and marketers do the same. For campaigns such as the launch of Google Home we used a combination of radio, TV, cinema, print, outdoor and online channels including search, YouTube and social. In this campaign we found the combination of contextual media and creative drove stronger uplift.”
“There’s no one medium that fits the bill and all media recognise the strengths of other media. The biggest e-commerce and online players in the world recognize what TV offers and TV is open and smart enough to understand that they need to embrace online too. The big digital players certainly recognise TV’s ability to reach mass audiences fast, to generate a superior return on investment and to generate sales through 100% viewability.”
- A study in France by SNPTV found that organic traffic[xv] to a pure players’s website increases by 66% during a TV advertising campaign.
- Using comScore data in the US, the Video Advertising Bureau found that online businesses see an immediate and significant lift in web traffic once they launch TV campaigns – data from 14 online businesses showed the lift ranged from 11% to 1,075%.
- In a more recent study, featuring various case studies, the VAB looked into how TV drives business outcomes for disruptor brands. For example, expanding brands saw an average increase of 188% in their search volume as they increased their TV investment. Interviews about the success stories from Wayfair and Gwynnie bee can be found on the VAB’s website here.
[i] Source: Nielsen Adex. Total market: Metropolitan TV 2017 A$3.577Billion
[ii] Source: MDB gross investments
[iii] Source: IBOPE Monitor Evolution
[iv] Source: Ad Dynamics, Internet related sites & services category + Expedia, inc. (Hotels.com) + Priceline Group + Wayfair LLC + Sunwing Travel Group + E-Harmony.com + Elite Singles + Indeed + Justfabulous LLC + Web.com
[v] Source: IBOPE Monitor Evolution
[vi] Source: Nielsen Admosphere. Conversion from CZK 1,209,181,843. Source XE as of May 14th
[vii] Source: Nielsen 2018
[viii] Source: Nielsen
[ix] Source: Nielsen, 2018
[x] Source: Arce Media
[xi] Source: TNS-Sifo Reklammätningar. Conversion from SEK12,906,000 and SEK70,563,000. Source XE as of May 22nd
[xii] Source: Media Focus WizzAd.Conversion from CHF 101,391,000. Source: XE as of May 14th
[xiii] Source: Nielsen, 2017
[xiv] Source: Nielsen, 2017
[xv] Organic traffic represents the traffic from search engine results that is earned, not paid
Press contacts – About:
The Global TV Group is an informal grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose joint objective is to promote television. http://www.theglobaltvgroup.com/
egta is the association representing television and radio sales houses, either independent from the channel or in-house, that market the advertising space of both private and public television and radio stations throughout Europe and beyond. egta fulfils different functions for its members including regulatory issues, audience measurement, sales methods, interactivity, cross-media, new media etc. Over the years, egta has become the reference centre for television & radio advertising in Europe. egta counts 144 members in 40 countries. www.egta.com.
Alain Beerens – Marketing & Communication Manager, egta
Phone: +32 2 290 31 38 - E-mail: email@example.com
The Association of Commercial Television (AKTV) was formed in 2017 as an association of terrestrial television broadcasting operators with the goal of defending, supporting and promoting the common interests of commercial broadcasters in the Czech Republic. The founding members of the Association are the Nova, Prima and Óčko television networks. www.aktv.cz.
Fianová Marie - Secretary General, AKTV
Phone : +420 724 442 935 - E-mail: Marie.Fianova@aktv.cz
ABMA is the Belgian Association for Audiovisual Media. www.abma-bvam.be.
Centro Internacional Television Abierta - The Broadcast TV International Center is a think tank about broadcast commercial TV industry development and promotes its relevance as a commercial and social medium. The project is supported by: RedUNo and Unitel (Bolivia); TV Globo (Brazil); Caracol and RCN (Colombia); Mega (Chile); Ecuavisa and TC Television (Ecuador); Televisa (Mexico); Medcom (Panamá) America TV and Latina (Peru). www.centrotv.org.
Otavio Bocchino - Executive Director, Centro Internacional de Television Abierta
Federazione Concessionarie Pubblicità is the joint initiative representing TV sales houses in Italy. http://www.fcponline.it/
Luca Franzoni - Responsabile Generale, FCP
ReklamKraft is the Swedish initiative representing TV sales houses in Sweden, represented by https://lennoxpr.se.
Robert Svensson - Spokesperson, Reklamkraft
Screen Force (DACH) is the joint initiative of thirteen sales houses for television and online video in Germany, Austria and Switzerland. In Germany, the partners of Screenforce are representing more than 97% of the TV ad spend. www.screenforce.de.
Andreas Kühner - Screenforce DACH
Phone: +49 89 12 71 06 96 - E-mail: firstname.lastname@example.org
Screen Force Netherlands represents the strength of premium video content on all screens. Content which is measured in an accurate and transparent way. Outside the Netherlands countries like Germany, Finland, Austria and Switzerland also have a TV marketing body under the name of Screen Force. With them and also with other strong international TV markets, we always look for more cooperation and joining forces. Always with the purpose enable advertisers to achieve their marketing objectives with premium video content on all available platforms. www.screenforce.nl.
Michel Van Der Voort - Managing Director, Screenforce Netherlands
Phone: +31 (0)20 40 44 271 - E-mail: email@example.com
Screen Force Finland represents the four commercial television companies in Finland: MTV, Nelonen Media, Fox International Channels and Discovery Networks Finland. www.screenforce.fi.
Sanna Wester - Screenforce Finland
Phone : +358 40 754 4584 - E-mail : firstname.lastname@example.org
SNPTV (The Syndicat National de la Publicité Télévisée) is a professional organisation of the French TV sales houses (TF1 Publicité, M6 Publicité, France Télévisions Publicité, Canal + Régie, Next Régie, Lagardère Publicité, Amaury Media, Be Viacom, beIN Régie). SNPTV has for the main mission to collect the proofs, through collective studies, that the television is the undeniable media for the advertisers and their TV ads in terms of return on investment, construction of brand, fame, image, etc. www.snptv.org.
Virginie Mary - Deputy Director, SNPTV
Phone: + 33 (0)1 41 41 43 21 - E-mail: email@example.com
Thinkbox is the marketing body for commercial TV in the UK, in all its forms. It works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV. Its shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, who together represent over 99% of commercial TV advertising revenue through their owned and partner TV channels. Associate Members are Discovery Networks Norway, Disney, London Live, TAM Ireland, Think TV (Australia), thinktv (Canada), TVN Media (Poland),TV Globo (Brazil), TV2 (Norway) and Virgin Media. Discovery Networks UK & Ireland, and STV also give direct financial support.www.thinkbox.tv.
Simon Tunstill - Communications Director, Thinkbox
Phone: +44 (0)20 7630 2326 - E-mail: firstname.lastname@example.org
ThinkTV Pty Ltd is a dedicated research-driven, marketing and technology development company focused on helping the advertising and marketing community get the very best from commercial TV. From understanding how audiences engage with TV to celebrating advertising creativity, ThinkTV leads a collective effort to demonstrate how advertising in broadcast-quality content environments provides the greatest return on investment. Think TV was formed in May 2016 with founding members Nine Network, Seven Network, Network Ten and Multi Channel Network/Foxtel. Thinktv.com.au @ThinkTV
Dominic White -Director of Communications, ThinkTV
Phone: + 61 2 8968 7100 - E-mail: email@example.com
Thinktv is a marketing and research association dedicated to the advancement of commercial television. Thinktv works with the marketing community to help advertisers get the best out of television in all its forms. Thinktv is supported by its member companies who together represent more than 95% of commercial television advertising revenue in Canada. www.thinktv.ca.
Laura Baehr - VP Marketing, thinktv
Phone: +1 416 413 3885- Email : firstname.lastname@example.org
The Video Advertising Bureau is the leading authority on the quality and value of ad-supported TV and professionally produced video as it is distributed and viewed on every screen and device. The VAB puts the marketers first as it continually invests in industry-leading research and analysis to produce insights into consumer behavior and the power of TV programming to drive awareness, consideration, sales traffic, activation and loyalty. www.thevab.com.
Danielle Delauro - SVP Strategic Sales Insights, The VAB
Phone : +1 201 978 3496 - E-mail: email@example.com