Combining TV and Web boosts brand perception
It’s simple enough to increase your positive brand perception. Just combine your use of TV and online presence to see up to a 50% increase, according to the trade bodies Thinkbox and the Internet Advertising Bureau (IAB).
Not only is there up to a 50% increase in positive brand perception, there is a significant increase in likelihood of purchase research showed.
Thinkbox and the IAB recently released research which shows the power of using TV and online advertising together. Their studies showed that:
* Using TV and online combined delivers up to 50% increase in positive brand perception, as well as a significant increase in likelihood of purchase
* Studies show 50% of the ‘tech-savvy’ population regularly go online while they are watching TV, enabling instant online response to TV ads
Using TV and online together in advertising campaigns is significantly more effective than using either in isolation. Thinkbox and (IAB) show that combining forces is significantly more effective for advertisers. Major benefits for advertisers of a combined campaign include dramatically increased positive brand perception amongst consumers – up to 50% higher in some cases, along with a greater likelihood of purchase.
The two trade bodies say this is the first time the effectiveness of using TV and online in tandem has been examined in depth. The sample, conducted by Q Media Research, focused specifically on ‘digital consumers’; people who own a digital TV and use broadband internet, and are medium to heavy users of each.
Although the study focused on the most tech-savvy users in the UK, about 25% of the population; the results provide an indication of how future media consumption and consumer behaviour may develop.
Those studied are heavy tech users. About 64% in the sample said they sometimes watch TV while using the internet and almost half, 48%, said they did this most days.
Key findings from the study include:
• Using TV and online together results in 47% consumers feeling 47% more positive about a brand just TV or online in isolation
• The likelihood of buying or using a product increases by more than 50% when TV and online are used together
• Most days 48% of the sample group watched broadcast TV while online
• Two thirds of this group have watched TV via online providers, primarily as a way to catch-up with broadcast TV and mainly from TV broadcasters’ websites
• Both TV and the internet are used for entertainment (TV, 80%; online 56%) and both have a significant influence on driving purchase (75% and 52%)
• To ensure a creative synergy between TV and online advertising and identify best practice for better effectiveness marketers must combine the two mediums.
Both TV and online clearly influence purchase and response, but are more influential when advertisers exploit their individual strengths and use them together.
TV for example, is stronger at telling people about a new brand they haven’t heard of before (74%), sparking interest in a brand (74%), providing new information about a brand people are already aware of (72%) and persuading people to try a brand or product (59%).
Online advertising also similar effects but is relatively better at helping people decide which brands are relevant (50%), causing a re-evaluation of a brand (41%) and giving enough information to make a purchase decision (41%).
Motivations for TV and online consumption
The research also identified the different motivations for watching TV and using the internet. Although there are overlaps in usage, some clear strengths emerged. The internet is used primarily for research/finding information (75%), communication (66%) and TV is mainly used for entertainment (80%) and relaxation (73%).
With the internet becoming more of a destination for entertainment and relaxation and faster broadband, 56% of people say they use the internet to watch television while online.
Faster internet allows people to watch more television online – which most people in the study said they do to catch-up with broadcast TV programmes that have been missed (58%).
While online TV is mainly a back-up to the broadcast schedule people say they catch up on missed series (28%), watch previews or trailers (25%), catching up on programmes that have been recommended (23%) and watching highlights of a programme (21%).
The whole is greater than the sum of the parts, especially when the parts are television and online use. Online use doesn’t displace TV viewing, it compliments it. It’s time to celebrate, not fear the two mediums when it comes to media planning.
Methodology
Both quantitative and qualitative stages were used to gain a holistic view of how both media work together in UK marketing campaigns. The quantitative stage used a demographically representative online sample of 3,000 respondents. Those respondents used both digital TV and broadband internet access.
The qualitative element of the research used engagement diaries in ten households, an online discussion forum and in-home observation of how people use and engage with TV and online in a natural context. Advertising from three major brand categories: Automotive, FMCG and Finance was studied.
Thinkbox and the IAB recently released research which shows the power of using TV and online advertising together. Their studies showed that:
* Using TV and online combined delivers up to 50% increase in positive brand perception, as well as a significant increase in likelihood of purchase
* Studies show 50% of the ‘tech-savvy’ population regularly go online while they are watching TV, enabling instant online response to TV ads
Using TV and online together in advertising campaigns is significantly more effective than using either in isolation. Thinkbox and (IAB) show that combining forces is significantly more effective for advertisers. Major benefits for advertisers of a combined campaign include dramatically increased positive brand perception amongst consumers – up to 50% higher in some cases, along with a greater likelihood of purchase.
The two trade bodies say this is the first time the effectiveness of using TV and online in tandem has been examined in depth. The sample, conducted by Q Media Research, focused specifically on ‘digital consumers’; people who own a digital TV and use broadband internet, and are medium to heavy users of each.
Although the study focused on the most tech-savvy users in the UK, about 25% of the population; the results provide an indication of how future media consumption and consumer behaviour may develop.
Those studied are heavy tech users. About 64% in the sample said they sometimes watch TV while using the internet and almost half, 48%, said they did this most days.
Key findings from the study include:
• Using TV and online together results in 47% consumers feeling 47% more positive about a brand just TV or online in isolation
• The likelihood of buying or using a product increases by more than 50% when TV and online are used together
• Most days 48% of the sample group watched broadcast TV while online
• Two thirds of this group have watched TV via online providers, primarily as a way to catch-up with broadcast TV and mainly from TV broadcasters’ websites
• Both TV and the internet are used for entertainment (TV, 80%; online 56%) and both have a significant influence on driving purchase (75% and 52%)
• To ensure a creative synergy between TV and online advertising and identify best practice for better effectiveness marketers must combine the two mediums.
Both TV and online clearly influence purchase and response, but are more influential when advertisers exploit their individual strengths and use them together.
TV for example, is stronger at telling people about a new brand they haven’t heard of before (74%), sparking interest in a brand (74%), providing new information about a brand people are already aware of (72%) and persuading people to try a brand or product (59%).
Online advertising also similar effects but is relatively better at helping people decide which brands are relevant (50%), causing a re-evaluation of a brand (41%) and giving enough information to make a purchase decision (41%).
Motivations for TV and online consumption
The research also identified the different motivations for watching TV and using the internet. Although there are overlaps in usage, some clear strengths emerged. The internet is used primarily for research/finding information (75%), communication (66%) and TV is mainly used for entertainment (80%) and relaxation (73%).
With the internet becoming more of a destination for entertainment and relaxation and faster broadband, 56% of people say they use the internet to watch television while online.
Faster internet allows people to watch more television online – which most people in the study said they do to catch-up with broadcast TV programmes that have been missed (58%).
While online TV is mainly a back-up to the broadcast schedule people say they catch up on missed series (28%), watch previews or trailers (25%), catching up on programmes that have been recommended (23%) and watching highlights of a programme (21%).
The whole is greater than the sum of the parts, especially when the parts are television and online use. Online use doesn’t displace TV viewing, it compliments it. It’s time to celebrate, not fear the two mediums when it comes to media planning.
Methodology
Both quantitative and qualitative stages were used to gain a holistic view of how both media work together in UK marketing campaigns. The quantitative stage used a demographically representative online sample of 3,000 respondents. Those respondents used both digital TV and broadband internet access.
The qualitative element of the research used engagement diaries in ten households, an online discussion forum and in-home observation of how people use and engage with TV and online in a natural context. Advertising from three major brand categories: Automotive, FMCG and Finance was studied.
