- Posts tagged Television Advertising
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Restaurant Marketing Channels [CHART]
The vast majority (94%) of restaurant operators who have placed ads on TV say that the ads are either very of somewhat effective in increasing overall revenue for their restaurant, finds the National Restaurant Association (NRA) in a May 2012 survey sponsored by LivingSocial. Among operators who had used each of the various marketing communication forms identified, TV ads were rated effective by the largest proportion of respondents, beating out emails to consumers (90%), ads in local papers (88%), brochures/menus left on consumers’ doorsteps (87%), and participation in a coupon booklet (84%). Social media posts also scored highly, with 84% of respondents rating them effective in driving increased revenue, ahead of other digital communication forms such as emails via daily deals providers (78%), internet ads (76%), and SEO (70%). Read the rest at Marketing Charts.
2011 TV Ad Spending [CHART]
TV ad spend hit $71.8 billion in 2011, representing a 4.5% increase from $68.7 billion in 2010, and 12.7% growth from $63.7 billion in 2009, according to a May 2012 report from Nielsen. Spot TV claimed the largest share of spend, at 32%, while cable TV grew 5.4% year-over-year and network TV declined 0.5% to move them into a virtual spending tie ($21 billion and $21.1 billion, respectively). Spanish language network TV and Spanish language cable TV grew 24% and 16%, respectively, combining to hold almost 6% of total TV spending. The remaining 3.3% share was held by syndicated TV.
A recent Kantar Media report shows different TV spending figures for 2011, but some of the same patterns. For instance, that report indicated that network TV spending decreased by 2% year-over-year, while cable rose 7.7%. In addition, the Kantar Media data showed Spanish language TV spending growing, although by a more modest 8.3% than the Nielsen estimate. Read the rest at Marketing Charts.
2011 US Ad Spending vs. Consumer Time Spent, By Media [CHART]
Mobile devices are replacing the time we spend on our desktops and with every other media from print to TV. And yet there is a huge chasm when it comes to ad spending. Unfortunately for those of us in the digital space, search is how many companies have learned to justify digital spending. Analytics wonks and CFOs have fallen in love with search's clean funnel. But Apple and Siri are about to change all that. Read the rest at iMedia Connection.
Reach Comparison: TV & Online Video Ads vs. Only TV Ads [CHART]
Measuring and marrying TV and online video has benefits in terms of reach, as well, according to a September 2011 study by video ad network YuMe and Nielsen. The study found that with TV ads only, campaigns had 50% reach. When combined with online video advertising, however, the campaigns reached 57% of consumers, a gain of 14%. Read the rest at eMarketer.
Marketers Attitudes Toward Online Video Ads vs TV Ads [CHART]
In Q1 2012, when asked how they viewed online video ads vs. TV ads, 62% told DIGIDAY and Adap.TV they viewed online video as a direct complement to TV, while only 10% said it was a replacement for TV. The number of people who viewed online video as a direct complement to TV was up 6 percentage points from 2011—perhaps indicating that more marketers are becoming comfortable with online video as part of the paid marketing mix. Read the rest at eMarketer.
Hispanic Advertising Spending By Media [CHART]
US advertiser spending in almost all traditional mediums targeted at Hispanic audiences (Spanish advertising mediums) grew between 2010 and 2011, reflecting the potential of this young and growing market, which is forecast to reach $1.5 trillion in buying power by 2015, according to [download page] an April 2012 report from Nielsen. Total advertising spend on Spanish advertising mediums was more than $5.7 billion in 2011. Spanish language network TV made up the greatest share of spend, at 57%, and grew 13% year-over-year. Spanish spot TV was the next-largest medium, at 20% of total spending, though advertising on this medium increased just 1% year-over-year. National magazine spending, though accounting for just 2.4% of total spend, grew the most rapidly, at 26%, while Spanish cable TV, which accounted for almost 8% of spend, increased by 21%. Local newspaper spending, the smallest medium, was the only one to see a decline in spend, of 4%. Read the rest at Marketing Charts.
Relevance Of Information Sources [CHART]
The Nielsen survey also asked respondents to identify which advertising and brand messaging platforms are the most relevant to them when searching for information about the products, finding that the relevancy results often mirrored the trust responses. Recommendations from friends and family again topped the list, at 90% of respondents, followed by consumer opinions posted online (75%), branded websites (59%), and editorial content such as newspaper articles (55%). The relevance of paid traditional media platforms ranged from about 40-50%, while many online platforms scored lower, save for ads served in search engine results (42%). Read the rest at Marketing Charts.
Trust In Sources [CHART]
Global online consumers place the most amount of trust in earned media, and the least in ads served on mobile phones, finds Nielsen [download page] in an April 2012 report. An impressive 92% of consumers surveyed around the world said they trust earned media, such as word-of-mouth or recommendations from friends and family, an 18% increase from 2007. Consumer opinions posted online (70%) was next-most trusted, outpacing other formas such as editorial content within newspaper articles, and branded websites (both at 58%). Text ads on mobile phones are trusted by just 29% of consumers.
This finding contrasts with April 2012 survey results from Ipsos, which found that while consumers worldwide may turn to their friends for advice on purchases, only 38% will trust a product or a service more because friends recommended it. Read the rest at Marketing Charts.
Ads That Influence Purchases [CHART]
TV ads influence a larger proportion of online consumers to purchase a product or service than a variety of other advertising media, finds ExactTarget [pdf] in an April 2012 report. 53% of respondents said a TV ad had influenced them to purchase a product or service in the past 12 months, putting TV ads far ahead of newspaper ads (32%) and magazine ads (30%). In fact, three times more respondents said they had been influenced by a TV ad than by a banner or other ad on a website (53% vs. 18%). Radio ads (16%) also influenced twice as many respondents as video ads on YouTube or billboard ads (both at 8%). Read the rest at Marketing Charts.
Marketing Budget Changes Due To Attribution By Channel [CHART]
More than half of marketers and agencies say that the primary impact of attribution on digital spending is an increase in spending on some digital channels, according to an April 2012 report from Econsultancy and Google Analytics. And the biggest beneficiaries of that increased spend appear to be search and display. In fact, looking at changes to channel investments resulting from attribution, 60% of marketers said paid search received either a significant (18%) or some (42%) increase in budget, while 54% said the same about display advertising, and 53% about SEO. A majority also reported an increase in spending for social media marketing (52%) and mobile (51%) on account of attribution. Read the rest at Marketing Charts.
