TRA, Comcast Media 360 'Cross Media' Study Reveals Disparate Impact of Television and Digital Advertising on Product Sales
Findings Show Television Drives New Customers While Digital Secures More Sales From Existing Customers; Cross Media Study of 735,000 Households Conducted for Starcom MediaVest Group Is One of Largest in History
September 19, 2013 --
SAN JOSE, CA -- (Marketwired) -- 09/19/13 -- TiVo Research and Analytics, Inc. (TRA), the largest provider of single-source TV viewing and purchase data for advertisers and TV networks, today released findings from a completed study that examined purchase habits of consumers exposed to a Comcast Media 360 cross media television and digital advertising campaign. The data showed that television and digital have different impacts on sales lift with television tending to bring in new customers, while digital secures more sales from existing customers. Television and digital are thus complementary in terms of both media and sales impact.
In the fall of 2012, Comcast Media 360 conducted a targeted cross media campaign for a Starcom MediaVest Group CPG client utilizing television, online display, and online video advertising. The household advertising impressions were then matched to TRA purchase data. Purchase habits from the households exposed to the campaign along with purchase habits of a control group not exposed, were tracked for up to 20 weeks after the campaign ended.
Key observations from the study include:
- TV brings in new customers. Approximately 67% of the purchasing household uplift came from new customers that were new to the brand and new to the category.
- Digital secures more sales from existing brand customers.
- Sales lift is highest among households exposed to both TV and digital ads.
- Digital supplements television media impact. Nearly two thirds of those exposed by the digital ads had little or no exposure to the TV campaign.
- Higher TV ad frequency drives sales lift. The sweet spot of sales lift was 7-10 exposures to the television ad.
- The targeted cross media campaign produced a 10% sales lift while a national campaign was occurring.
- Brand advertising creates sales lift long after a campaign is over. Only 45% of the 20 week sales lift occurred in the first four weeks after the campaign.
- Even after 20 weeks sales from the exposed households continues to surpass sales from the unexposed households.
- Targeting driven by purchaser characteristics was the key aspect to sales lift.
The participating companies commented on the significance of the study:
Mark Lieberman, CEO of TRA, said, "This groundbreaking cross media study proves that utilizing purchaser-based targeting can drive significant sales lift and ROI for brand advertisers. Advertisers today continually face the challenge of how to best allocate ad buys on television and digital platforms. TRA's ability to correlate purchasing data with TV and digital viewing habits creates a composite picture of what actually matters to the consumer -- an invaluable tool when it comes to allocating media campaigns. Actionable data leads to accuracy in targeting and improved ROI for the advertising industry and TRA, along with Comcast Media 360, are delivering such data at a size and scale that is unprecedented in the industry."
"Our clients are seeking addressability, interactivity and accountability on all platforms," said Tracey Scheppach, EVP of Innovations at Starcom MediaVest Group. "The study shows that cross-platform campaigns and measurement can be implemented at scale, and allow us unprecedented understanding of how multiple screens are working together."
"Technology is putting consumers in control of what, where, when and how they consume content, so it's incumbent upon marketers to go find their audience and aggregate meaningful impressions across multiple video screens," said Andrew Ward, Group Vice President, National Advertising Sales, Comcast Media 360. "This study shows the value of extending campaign measurement beyond traditional metrics by linking targeted impressions with sales data. It demonstrates that advanced targeting generates sales increases and an unmatched marketing solution for brand clients."
For more information on this study, contact Comcast Media 360 and TiVo Research and Analytics (TRA).
About TiVo Research and Analytics, Inc. (TRA)
TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), is a leading media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment within the Automotive, Consumer Packaged Goods, and Pharmaceutical industries, as well as a growing number of client CRM engagements. TRA's web-based Media TRAnalytics® and TV Health Ratings platforms matched the TV advertising households actually receive with the products the same households actually buy, enabling TRA clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TRA clients include Procter and Gamble, CBS, A&E Television Networks, ION Media, Oscar Mayer, Sunovian and Starcom MediaVest Group. More information at: www.traglobal.com.
Founded in 1997, TiVo Inc. (NASDAQ: TIVO) developed the first commercially available digital video recorder (DVR). Today TiVo is a global leader in advanced television service for virtually any platform or device. TiVo offers its service directly to consumers, and also distributes its technology and services through solutions tailored for cable, satellite and broadcasting companies. Since its founding, TiVo has evolved into the ultimate single-solution media center by combining its patented DVR technologies and universal cable box capabilities with the ability to aggregate, search and deliver millions of pieces of broadband, cable and broadcast content directly to the television. TiVo also continues to weave itself into the fabric of the media industry by providing interactive advertising solutions and audience research and measurement ratings services to the television industry www.tivo.com.
TiVo, the TiVo Logo, TRAnalytics, 'The Right Audience,' Power||Watch and Purchaser Rating Points are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. © 2013 TiVo Inc. All rights reserved. All other trademarks are the property of their respective owners.
About Comcast Media 360
Comcast Media 360 partners with innovative brands in the design and delivery of media campaigns leveraging addressability, interactivity and learning across the full portfolio of Comcast's media assets: TV, online, VOD and mobile/tablet platforms. Comcast Media 360 works with leading media analytic companies to design, develop and deliver customized ad effectiveness research studies that extend campaign measurement beyond traditional metrics and better measure return on investment.
About Starcom MediaVest Group
Starcom MediaVest Group is the Human Experience Company. We believe experiences matter. They enhance lives and build brands. We bring brand experiences to life through SMG's three global agency brands: MediaVest, Starcom, and Spark. Ranked one of the largest brand communications groups in the world, SMG (www.smvgroup.com) encompasses an integrated network of human experience strategists, investment specialists, content creators and digital experts. With nearly 7,300 employees in 132 offices worldwide, SMG partners with the world's leading companies including The Coca-Cola Company, Kraft Foods, P&G, Samsung, Walmart, among others. In 2010, Adweek named SMG "Media Agency of the Decade."
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