Is There Value in Running TV With Digital?
Yes. Absolutely. Empirically.
A number of impressive studies have been conducted recently and those studies make a convincing argument that you should always consider running TV with digital campaigns.
- Adding TV to digital campaigns improves performance*.
- Participants spent 3x more time on digital ads when they first aired on TV (vs digital alone).
- Brand recall more than doubled when a digital ad was accompanied by a TV ad.
- 15% lift in purchase intent when ads aired on TV plus digital (vs digital alone).
- Digital ads become more appealing with TV ads*.
- 12% lift in brand attitude when a digital ad was preceded by a TV ad.
- Digital ads were perceived to be less annoying & intrusive after TV exposure.
- In multiple studies, participants noted seeing an ad on TV legitimized the brand and create trust.
- Both known & unknown brands benefit from TV & digital campaigns*.
- 220% lift in unaided recall for unknown brands.
- 86% lift in brand recognition for unknown brands.
Unaided Recall = How well a consumer remembers an advertisement without any external help such as clues, or visuals.
Brand Recognition = The ability of consumers to identify a specific brand by its attributes over another brand.
TV previously was:
- Expensive & required a huge entry cost (not the case with programmatic/addressable)
- Not nearly as targeted (not the case with programmatic/addressable)
TV has changed and changed in such a significant way, that it has removed the previous obstacles that were reasonable concerns to running TV.
TV is now:
- Entry into TV is now considerably cheaper, possible for even smaller, unknown brands
- Able to precisely target using geography, location, search history, contextual interests, and more
*Credit must be given to these studies:
The Halo Effect: TV Drives Digital. Research conducted with TVSquared.
The Halo Effect: Digital Loves TV. Research conducted with MediaScience.
The Halo Effect: TV as a Growth Engine. Research conducted with VAB.
