Television and advertising are moving hand in hand for quite some time. Television, although many voices insist on say otherwise, is more alive than ever and offers advertisers the opportunity to reach some audiences that no other medium has access except Internet. For those who still have doubts about this, and consulting Atresmedia Tres14 Research, cleared all doubts with his ROIMAP (media campaigns ROI) study.
It is a study that attempts to measure the effectiveness and profitability the various media in generating brand awareness. The findings confirm that the investment in television advertising is the most effective. In fact, this means not having a plan, means a loss of visibility of 58%.
The TV is positioned as the main medium with a minimum quota of 63%. With this investment quota, television is capable of generating 76% of brand awareness ..
The study also shows that television is the medium that works best both in the short term (greater and lasting reaction in the short term to advertising stimuli) and long term (greater conservation of the effects of the investment) ..
The investment data used correspond to the actual investment estimated Arce Media and data come from tracking IOPE notoriety. Based both have developed a specific statistical model for each medium in each of the brands studied.
It also represents another step in the commitment of Atresmedia Advertising to offer the best service to advertisers and Further research in understanding advertising effectiveness, in line with other previous studies as the Econometric Model of Effective Frequency, the first study on the Global Sales Effectiveness of TV advertising conducted with Kantar Worldpanel.
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