Advertising works!
Birgit
Fortunately, research once again shows that advertising makes a strong, profitable contribution to business growth. Clear effects are visible in both the short and long term, with the long term having a more solid contribution than the short term. TV in particular (linear and VOD) shows a strong long-term contribution: 54.7% of all advertising effectiveness. Linear TV scores highest here, but online video also performs exceptionally well.
Saturation: more is not always better
While this might encourage investing more and more continuously, that is not the recommendation either. Every channel has its saturation point. After that, the channel's ROI decreases. TV scores highest here in absolute terms: research from Thinkbox shows that this amounts to £330,000 per week. This is 3 times higher than print and 8 times higher than online video. This also makes sense up to a point, given the investment required for TV. For the Dutch market, this will be lower depending on the period, but it does give a strong picture for budget distribution across media.
Direct result: who wins the sprint?
To see fast results immediately, search is the number one channel to deploy, but is quickly followed by TV, then paid social, audio, and then VOD. This is despite what you might expect, as focus is often placed on fast performance channels here. The advantage of this is of course that they are easy to deploy at relatively low budgets. So you can get started quickly with these. But if possible, do not rule out channels beforehand. Of course, there is a difference per sector - something you must take into account in the media planning.
Shift? Less dramatic than expected
Although you might expect a clear shift in channels to be taking place at the moment, it is minimal. Of course, video is becoming more important at the expense of TV, however, the effect of TV is still many times greater. Paid social scores well but can easily lead to overspending, so it must be deployed wisely. Search continues to grow, especially for the short term and e-commerce driven sectors.
The mix: still of importance
Therefore, the mix remains important as always. You must look carefully at the possibilities within a channel, but above all: how can we combine these optimally?