While the advertising and marketing industry is constantly evolving, there are some persistent myths around advertising which refuse to go away. In this article we present the results of SevenOne Media research which debunks three commonly-held advertising beliefs. The truth, as they say, shall set you free.
Every month Oliver Dietrich, Director of Creative Ideation, offers his feedback on recent marketing campaigns and what growth companies can learn. This month he takes a look at the all new Nike campaign „Nothing beats a Londoner“
Myth: TV advertising is only a branding channel
Truth: TV advertising positively impacts brand awareness and sales
In one recent study SevenOne Media looked at the effectiveness of mixed-media advertising campaigns of three non-alcoholic drink brands between 2014 and 2016. We tested for five indicators, including ad awareness and sales. The sales decomposition analysis found that all campaign media accounted for 4.5 % of total sales (a fifth of moveable turnover), with TV directly accounting for 3.7% of sales and online only 0.8%. When indirect effects on sales were considered, the study found TV accounting for 5.7% of sales, the most effective of all media used. TV also accounted for 35.9% ad awareness (online only 2,2%).
This shows us that not only does TV advertising lead to high advertising recall, it positively impacts sales too. The study also found that compared with all other media used in these campaigns, TV proved the most effective and efficient advertising medium.
Myth: Online targeting ensures optimum ROI
Truth: For many products, too narrow targeting online disregards many potential customers
We all know the old adage: online advertising is best in all circumstances because targeting means the most efficient allocation of advertising spend. But our study – which looked at the effectiveness of five online consumer product campaigns both on their target group and a wider audience between September 2016 and July 2017 - found that these brands that narrowly defined their target groups online, their campaigns were both effective within their target groups but often particularly effective outside their defined target group. Just imagine the success these brands might have seen if they had advertised to a broader audience.
In one example the results were particularly stark: an online photobook seller targeted its online campaign towards women aged between 30 and 59 years old and, following the campaign, our study found that the campaign did not increase willingness to buy in the core target group, while this attribute actually rose outside their target group by 40%.
Consumer giant Proctor & Gamble saw a similar result with its fabric freshener Febreze. When P&G only targeted Facebook Febreze ads to pet owners and large families, sales of the fabric freshener stagnated. It was only when the target group was more widely defined that Febreze sales took an upward turn. What can brands learn from our study and from the Febreze case? Think very carefully about whether narrowly defining your online target audience is the right decision. Advertising to the broader masses might lead to even greater success.
Myth: Only the newest and most exciting advertising products offer results
Truth: Platforms like Teletext remain attractive and durable even in the digital age
Teletext may resemble that classic game Tetris from the 90s but the potential of teletext for advertisers is anything but old-school. Just take a look at the figures: 99% of all households have access to Teletext. 11.9 million TV viewers read Teletext daily. And Teletext isn’t just for the older generation. Approximately 50% of people aged between 14 to 49 years old actively use it. But what other factors speak in favour of Teletext? There is never a media break, viewers can access it at the touch of a button and the effectiveness of campaigns can be directly measured. All good reasons why Teletext is still relevant in this day and age.