ThinkTV has commissioned a “landmark, world-first study” to prove the value and return on investment of television for advertisers in Australia.
It has has partnered with marketing analytics firm Ebiquity UK to conduct econometric research that will measure the sales impact and return on investment of five media channels, including television, radio, press, online and outdoor.
Twenty Australian advertisers will contribute sales and campaign data for the past three years to the $1 million research project.
The “Payback Australia” study will investigate the return on investment of each media channel, the effect each medium has on other media in the mix and the sales effect of each channel.
The Australian study, the first of its kind in this country, was inspired by studies in the UK for TV marketing body Thinkbox on the effectiveness of advertising and the return on investment of different media.
The Thinkbox study found that TV advertising is twice as effective at creating sales uplift than the next best performing medium.
“Unlike other studies that analyse already modelled data, this research is using actual data from advertisers to provide a clear and consistent view of the return on investment of different media,” ThinkTV CEO Kim Portrate says.
“The research will, for the first time, provide the market with robust industry benchmarks for a variety of categories and gives advertisers the tools to optimise their media investments effectively and efficiently to drive bottom line success in their businesses.
"Rather than top of the sales funnel traditional metrics, such as brand preference and awareness, the Payback Australia study will quantify the dollar return on investment advertisers can expect for each dollar they spend.”
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