Forward TV Event

I attended an event this afternoon on TV Advertising for Online Businesses run by Forward Internet Group in London.

They surveyed a group of marketing directors of e-commerce businesses and a large percentage of them used TV to drive response and sales.

The range of budget for creative was from £6,000 to £350,000 which is an amazing range. How you could spend £350,000 on a creative is unfathomable to me.

In addition measurement really was pushed back to Google Analytics which to me seems amazingly blunt as a tool. We all know TV creates response but does it actually result in sales. Even if it creates response which channels, day parts, creatives etc worked, surely you need to know that?

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Best quotations from the presentations:

“TV delivers ‘Known Unknowns’ for seatwave – Guy Hands seeing the seatwave TV ad.

“Most advertising in a mature consumer economy is about trying to differentiate a parity product in a crowded marketplace”

“Most disruptive online brands the product IS the differentiation – show the product!”

Don O’Leary from Twitter also talked about the Social Soundtrack of TV, a link between TV and social networking. Volumes of tweets mirroring what is happening on TV.

90% of online public conversations about TV happen on Twitter.

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