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CASE STUDY: Suzuki Cars UK have been around for years, but have lived in the shadow of their more famous motorbike cousins. In addition, a lack of new car launches had meant that their market share and consideration of their cars was low. As a result, they urgently needed to get onto the radar and the consideration list of car buyers. This case study shows how a simple brand insight provided the inspiration for an integrated campaign with TV at the heart of it. It also demonstrates how a campaign forced reappraisal of the Suzuki brand, increased affinity towards the brand and subsequently transformed Suzuki Cars UK into the 2nd fastest growing car brand in the UK. To see how they did it click here -
BLOG: Media360 turned ten last week and marked the auspicious occasion with its Decade of Achievement Awards. Thinkbox was lucky enough to win Industry Body of the Decade.We have lots of people to thank for this, not least our shareholders, but we must pay tribute to the RAB, without whose inspirational brilliance we wouldn’t exist (and wouldn’t have had lots of ideas to pilfer). And, although she hates me mentioning it and keeps claiming it as an alphabetical bias, our Tess Alps won Industry Leader of the Decade. Hence, I’m not only beyond chuffed, I’m also feeling a bit retrospective. It has made think about what has happened in the last decade. And so I thought I’d pen a blog looking at... -
This publication from the IPA is the eagerly anticipated update of Marketing in the Era of Accountability: it explores the tension between long and short-term strategies for brands and businesses as well as providing evidence-based recommendations on how best to approach investment in advertising. Les Binet and Peter Field explore the vital new area of how campaign results develop over time, focusing on a growing tension that exists between short-term response activity and long-term brand-building. Increasingly, there is a tendency to use very short-term online metrics as primary performance measures and this has dangerous implications for long-term success. Anyone involved in the complex world of multi-channel campaign development and evaluation needs to have a clear understanding of how short-term and long-term effects are different. If you buy one book on advertising effectiveness this year, this is the one to get: great stuff. -
The big winners at the 2013 Marketing Society Awards for Excellence were Sainsbury's and Channel 4, where their collaborative London 2012 Paralympics campaign won both the Cause-related Marketing prize and the Grand Prix. This brilliant and emotionally rich campaign used the unique power of TV - both content and sponsorship - to tell stories that could challenge negative perceptions surrounding Paralympic sport. Many congratulations to everyone involved and to all the winners, specially commended and shortlisted entries in the other categories. You can find out who won what, right here. -
In a piece of contextual advertising to make the ears prick up, Channel 4 broadcast the first exclusively French ad break during the launch episode of the French zombie drama 'The Returned'. The break was heralded by the channel in French, and featured specially selected ads from L'Oreal, Renault, Bel Boursin and Emirates, all with handy subtitles. Here you can see how the break looked in situ. Bravo à tous! -
EVENT: At this morning event, Thinkbox will unveil the second in its series of ‘Screen Life’ research studies looking at emerging TV technologies and behaviours, and this time the focus is video on demand. The new study, commissioned from Flamingo and Tapestry examines the broad range of motivations that lie behind why we watch linear TV and VOD and, increasingly, how we watch it. Click through to find out more and how to sign up for a free ticket. -
Broadcaster VOD is by far the most popular form of VOD with services like ITV Player, 4oD & Sky Go providing viewers with the best in on-demand programming whilst also offering brands a great environment for their advertising. In this section you can find out more about the premium end of online video innovation; get an overview on planning and buying VOD advertising; browse the key numbers and broadcaster services, and get the latest news from the world of Broadcaster VOD -
PRESS RELEASE: Channel 4 launches a brand new second screen companion app next month as part of its on-going Viewer Engagement Strategy – the first UK broadcaster to develop a dedicated centralised app to accompany its channels and programming. The app will be launched into beta phase in July to Channel 4’s registered users with the working title of 4Now. The opportunity to beta test the new product is one of the benefits of registration offered to Channel 4’s registered users – who will have the chance to provide feedback on the product as part of its on-going development, including naming the app. 4Now will offer an always-on, centralised destination for synchronised experiences, enabling registered viewers to access additional content for the programmes they’re watching across the Channel 4 portfolio – including... -
'Social in the Mix' is the first of a series of early evening events celebrating some recent case studies from the IPA Effectiveness Awards; brilliant campaigns that have much to teach us about planning effective communications. Kick-starting the event will be a screening of a short film which tells the story of how a small brand, Yorkshire Tea, became number two in the tea market. The film examines the relationship between 'fan-dom' and broadcast media, and how getting the elements right can deliver a powerful media partnership. After the film screening there will be a panel discussion about planning social campaigns with a focus on other winning Effectiveness Awards case studies. The event will be chaired by Simeon Duckworth, Mindshare with Craig Mawdsley, AMV BBDO and Jamie Inman, Beattie McGuinness Bungay amongst others. The event is on Monday, 8th July, 6.00pm to 8.00pm at the IPA. To find out more about this potent media combination and writing winning papers, or if you just fancy some popcorn, then come along. -
It was an incredible honour for Thinkbox to be named Industry Body of the Decade at last week's Media360 Decade of Achievement Awards (TV advertising is the real hero, of course). And we're equally proud that Tess Alps, Thinkbox's Executive Chair, was named as Media Leader of the Decade. We would like to thank everyone who voted and also to offer our congratulations to the other award winners: MEC for Media Agency of the Decade, Stella Artois for Advertiser of the Decade, Facebook as Media Launch of the Decade, and ITV for Media Owner of the Decade. Our thanks too, to everyone at Haymarket for putting on a great event and a fine party. If you weren’t able to come along, you can catch the highlights and photos from Media 360 right here. -
BARB, the official source of television viewing figures in the UK, has announced that it has appointed Kantar Spring to collect census data for TV viewing through all computer devices, including tablets. The move is an innovative collaboration, demonstrating BARB’s commitment to measure and report all television viewing on any device, so that broadcasters and advertisers can continue to rely on BARB data for audience reporting and airtime trading.
Discover the power of TV advertising: how TV advertising works and why
There are all sorts of reasons why television advertising is so brilliant at creating success for brands and businesses both in the short-term and the long-term. |
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Here are the top ten:
For all the evidence click here. |
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Welcome
Thinkbox is the marketing body for commercial TV in the UK, in all its forms – broadcast, on-demand and interactive. Its shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, who together represent over 90% of commercial TV advertising revenue through their owned and partner TV channels. RTL Group and Virgin Media are Associate Members and Discovery Channel UK & STV also give direct financial support. Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.
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Have you seen this?
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Channel 4 and Lime Pictures have teamed up with O2 to create a series of ground-breaking contextual, narrative TV adverts to promote Load & Go, the cash card for young people from O2 Money. In between the Hollyoaks drama, viewers can catch up with the latest comings and goings at the Load & Go shop and watch the drama unfold daily with (Hollyoaks fan) Matt and Sam in their very own bite-size retail rom-com. This series of twenty TV ads has been tailored to complement the ongoing storylines from Hollyoaks; an excellent piece of spot innovation and a clever way to create a strong connection between the O2 brand and Hollyoaks fans. You can see how it looks in the break, and find out more, right here. -
Here you can download a PDF of ‘A year in TV 2012’, Thinkbox’s review of what was an incredible year for TV. From ‘TV in numbers’ to ‘trends and innovation’, it’s full of facts, figures and opinion on the past year, all of which we hope you find interesting and informative. Please feel free to pass it on, if you do. -
Over the past few years we've been out and about with cameras and lights, filming award-winning brand stories from the IPA Effectiveness Awards, the Thinkbox TV planning Awards and elsewhere. These bite-size documentaries are a rare chance to hear from some of the advertisers and agencies responsible for these inspiring and effective campaigns. Recent additions to our ‘case studies on film' gallery include Audi, PG Tips, Tesco, Orange and Tobacco Control. Here are some quick links for you; they’re well worth a look. -
This film looks at PG Tips marketing communications from its launch to the present day and features contributions from Paul Feldwick, Consultant; Nigel Jones, UK Group Chairman and Chief Executive, Publicis: Les Binet, European Director, DDB Matrix and Dylan Williams, Partner & Head of Strategy, Mother, amongst others. It explores DDB’s Grand Prix winning paper from the 1990 IPA Effectiveness Awards; which has been voted by past and present Convenors of Judges as one of the very best case studies in the IPA Databank. The brand’s enduring success story is bought up to date by Mother, who tell us about the thinking behind their current Al & Monkey campaign. If you want to find out more about added value; brand resilience; commanding a price premium; the value of consistency in both share of voice and creativity, then this film is well worth a look. And of course, it’s packed with classic ads too. -
This film tells the story of Audi's advertising from 1981 – when Audi became the first piece of business that BBH won – to 2007, a period in which an overhauled communications strategy delivered a payback of £7.50 for every £1 spent alongside creating the UK's fastest growing prestige car brand. Contributors on film include Peter Duffy, Head of Marketing, Audi UK, Sir John Hegarty, Worldwide Creative Director, BBH and Fiona Walford, Director, Mediacom. The original case study at the heart of this film has been voted by past conveners as one of the very best case studies from 30 years of the IPA Effectiveness Awards. If you work in the automotive sector, or would just like to explore the link between continuity, creativity and effectiveness, then this is well worth a look. "Vorsprung durch Technik", as they say in Germany. -
This research, commissioned by Thinkbox and the IPA, and undertaken by independent marketing consultant Peter Field, analysed the correlation between campaigns' performance across a wide range of the worlds' most respected creative awards determined by The Gunn Report, and their performance in hard business terms recorded in the IPA Effectiveness Awards Databank. Updated in 2011, the analysis now covers 435 campaigns over a sixteen year period between 1994 and 2010. It revealed a direct correlation between strong advertising creativity and business success, and that high levels of creativity make advertising campaigns some 12 times more efficient at increasing a brand’s market share. Here you can find out about the project’s background, read the management summary and download the IPA’s full report. -
Product placement has been on our screens for some years, appearing within acquired programming from overseas or as legitimate prop provision. Since February 2011, British films, TV series, entertainment shows and sports programmes made for UK audiences have also been able to contain product placement as long as they comply with Ofcom’s rules. Here you can find out more about this new TV opportunity, including an overview of what you can and can’t do with it. -
This section is a treasure trove of brilliant things said by brilliant people from our industry with lots of new material and an updated search function. You can jump to a category by using the drop down menu, select quotes from a particular industry legend, pop a key word into the search box or simply have a poke around at your leisure. -
The case studies section of the Thinkbox website is one of our most visited and valued online resources. There’s lots of good stuff there, but you can’t have too much of a good thing. So, if you’ve worked on an inspiring or effective campaign that you’d like to see featured, we’d love to hear from you. Here you can get the low down on the information you need to provide, how we would go about researching and writing up your case study, and also who to talk to about making it happen. -
Payback 3, an independent study commissioned from Ebiquity by Thinkbox, is an econometric analysis of 3,000 ad campaigns across nine advertising sectors between 2006 and 2011. It compared, on a like-for-like basis, the sales and profit impact during the last five years of five forms of advertising: TV, radio, press, online static display and outdoor. Amongst the findings, the research showed that TV advertising is 2.5 times more effective at creating sales uplift per equivalent exposure than the next best performing medium. Payback 3 joined a growing body of work proving the effectiveness of TV and you can read all about it here. -
A new study carried out for Thinkbox by COG Research and designed to help the advertising community understand the context of multi-screening (watching TV and simultaneously using an internet-connected device such as a laptop, smartphone or tablet). Using a combination of research techniques which examined over 700 hours of TV viewing gathered from filming the living rooms of 23 multi-screening households in the UK, psycho-physiological analysis, digital ethnography and online research among 2,000 people with TV and online access. Here you can read about the research context, the methodology and key findings from the report which reveals how TV and TV advertising benefits from second screens. -
The Thinkbox app, which has been specifically designed for the iPad, puts the world of TV advertising at your fingertips. It features all the facts, the figures, and the thinking in TV advertising, including the latest data, inspiring case studies, TV ad galleries and the best research into how and why TV advertising is so effective. The app is free and has been designed by leading digital and mobile specialists, ORM, and is for anyone involved or interested in TV advertising – from advertisers, media planners and buyers, to creative agencies, auditors and journalists. You can find out more here, watch a film about how it works and click through to the App Store to download it. -
Danepak used TV to reignite consumer interest and create a level of emotional engagement for a brand that hadn’t spoken to consumers beyond the supermarket shelves for many years. Through a highly targeted campaign in food programmes only, they reached the right people in the ideal environment. As a result, they achieved uplifts in awareness as well as sales. Read on to see how they did it. -
We’ve just unveiled a brand new econometric study – POETIC - by Data2Decisions that examined what creates Word of Mouth (WoM) and that also quantifies the relationship between paid, owned and earned media. If you weren’t able to come along to the launch event on Wednesday 20th March, you can catch up with all the action by watching the event on-demand, right here. The research examined over half a million data points for 36 brands, so you’ll be pleased to hear that we’ve distilled the key points into a snappy 20 slide deck for you to pinch. And finally, if words are your thing, rather than charts, then you’ll can also find the key facts in a downloadable, one sheet, Word document here. -
BLOG: ‘It’s good to talk’, Bob Hoskins used to say in TV ads for BT. Well, if it was good then, it’s bloody marvellous now. We have probably never ‘talked’ more in the widest sense of the word. As technology has expanded, so have our means to talk. So the chatter on pillows, at bars, and over watercoolers that we always did has been supplemented by the chatter we now commit to the internet or via the ‘phones that are rarely more than a thumb’s reach away. Our day-to-day tête-à-têtes and heart-to-hearts don’t have to be conducted eye-to-eye or face-to-face anymore (although at least 90% of brand conversations take place offline). Talking is unique to humans and there are many reasons we practise it... -
CASE STUDY: John West was struggling: with volume sales down and margins being squeezed, they knew they had to do something different to stand out and turn the brand around. Tapping into the increasing desire of consumers to know where their food comes from, they created 'Can Tracker'. This innovative idea, combined with a funny and memorable TV ad, helped turn their fortunes around, propelling John West to brand leader position. Here you can find out how they did it.
Highlights
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Here’s the top line of where to go and what you can find and do when you get there … -
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The completion of digital switchover in the UK last year should see linear TV viewing stabilise after years of record growth fuelled by the increased number of channels available. Indeed the latest BARB figures for April suggests that this predicted period of stability has already arrived. Commercial TV impacts in April 2013 were down slightly by 1% on April 2012 but after years of record growth it is up 13.6% compared to five years ago, according to figures from the Broadcasters’ Audience Research Board.