Mercury Media Releases “The Power of Television”


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We’ve released the first installment of TV Perspectives, a new series of white papers, spearheaded by our Sr. Director of Research and Analytics Michael Goodman, that will explore innovations in cross-platform advertising with a focus on direct response television.   “The Power of Television” explores how innovations like Addressable TV, TV Everywhere and Interactive TV are leading the evolution toward a harmonious video delivery ecosystem that will fortify the power of television as an ad medium for years to come.  Download the complete white paper here.

Among Goodman’s top findings are:

  • TV is still the #1 screen. Television viewership remains at hundreds of hours per month, while viewership of broadband and mobile video remains in the low single digits.  It is reckless to proclaim that any great revolution is taking place.
  • Consumers want utility not glitz from ads. Consumers are not looking to be entertained by ads. Rather, they want ads that demonstrate the utility of a product or service or solve a problem.  Ads should contain calls-to-action, such as an incentive, and give consumers the opportunity to engage with brands through dedicated telephone numbers or URLs.
  • Advertising must be accountable. Metrics like brand awareness, ad recall, persuasion and engagement are insufficient measures of campaign performance. These metrics provide useful insight but do not measure effectiveness in generating leads and driving sales. This is the criteria upon which all ad campaigns should be measured.

  • Direct response advertising creates brands. All advertising leaves an impression about the advertiser, whether its purpose is to create awareness or produce orders.  Direct response advertising influences all those that it touches, not just those who respond, so ads need to send a conscious message about the brand, in addition to generating a response.
  • Addressability comes at a cost. The downside of addressable advertising is higher CPMs (cost-per-thousand viewers), but if addressable advertising allows you to get better-quality leads with either a higher profit per sale or higher conversion rates, then it is a worthwhile investment.

Contact him at mgoodman@MercuryMedia.com

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