Part of Thinkbox's series of free half-day events, ‘Pay Back in the 3rd Age of Television’ took place at the Soho Hotel in London on Friday 19th October.

At the heart of the day was new research commissioned by Thinkbox from PriceWaterhouseCoopers into the long term payback of brand advertising. Using a variety of techniques the research looked at 10 years worth of data to assess the impact on brand preference, price maintenance and market share in seven different product categories including finance, cars and fmcg.

Here you can watch a short film summarizing the event and have a closer look at the presentations.

Speakers' presentations

  • Optimising short term sales from advertising
    Jeremy Griffiths, Managing Partner, Mediacom uses three very different product examples to demonstrate how it is possible to manage significant increases the short-term effectiveness of marketing expenditure through the appliance of science by using tools such as DART and Economiser.
  • How to target the most responsive viewers
    Lucy Bristowe, Head of Market Insight, SKY Media explains how you can use single source data, like SkyView combined with actual purchase behaviours to identify and target groups of consumers who we know will respond in the short term to fmcg commercials.
  • Marketing in the Era of Accountability
    Les Binet, European Director, DDB Matrix & Peter Field, Marketing Consultant present the findings of their extraordinary meta-analysis study of over 800 IPA winning case studies. Their work identifies those metrics and those practices that genuinely drive effectiveness as opposed to the ones that merely look good.
  • Commissioning the Payback Study
    David Brennan, former Research and Strategy Director at Thinkbox, sets out the background to PWC’s work. One of the biggest challenges in the current advertising climate is demonstrating the effectiveness of advertising investment. Nowhere is this more prevalent than with TV advertising, which tends to work building brand associations over the long term which traditional econometric methods can fail to pick up.

Payback in the 3rd Age of Television

Designed for CEOs, FDs, Marketing Directors and Senior Brand Managers, the event looked at the measures and returns on marketing investment – the contribution it makes to both immediate business and profits, long term brand assets and shareholder value.

Viewing of the slides that were presented on the day are completely unrestricted.

Just click on the speaker below to have a look at their slides.

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