‘Supercharge: transform your business with TV’ took place on Thursday 23rd May at BAFTA. The event is now available to watch on demand and you can download the research slides by clicking trough to our 'Nickable Charts' section below.
TV advertising delivers transformative effects for smaller advertisers. It rapidly drives sales, dramatically grows the customer base, increases trust, and creates fame. It turns products and services into brands. But, for first-time TV advertisers looking to accelerate their business growth, it can also be daunting to know how and where to start.
We heard from advertisers and agencies about how they approached their first TV campaigns, and how they secured boardroom backing to step up to TV.
We also showcased new research building on 2018’s award-winning ‘Profit Ability’ report. This new study provides a practical framework for smaller advertisers looking to use TV for the first time, or to extend their use of it. In addition to arming you with the evidence of the powerful business effects TV advertising can drive for smaller businesses, it has been designed to help you find the most effective starting strategy for your brand, and to answer questions around optimal TV implementation and how to measure performance.
TV for Newcomers
Zoe Harkness, Head of Planning at Thinkbox, shared an overview of the evolving TV landscape, the newcomers that went on TV last year and their spend levels, as well as how advertising on TV can have an immediate effect on a brand.
Supercharge: TV for small businesses (Download the research charts here)
Our latest research study focused on the effectiveness of TV advertising investment for new to TV advertisers. Working with Annabelle Reposeur, Associate Director, Data2Decisions and Justin Gibbons, Founder and Tony Regan, Partner, Work Research, these sessions highlighted the expected short and long term sales effects and ROIs for TV investment, the most effective TV strategy according to budget and objective, and the optimal brand/tactical split.
Creativity on a shoestring
Dave Bedwood, Creative Director, Partner at The&Partnership, took to the stage to showcase creative ads that didn’t break the bank but delivered on creativity and effectiveness, and shared his top tips on how to approach the creative process.
Essence and Peloton: Riding high
Alex Debenham-Burton, Head of Reservation Media at Essence, joined us to talk through Peloton’s first UK campaign, how they made the decision to focus on TV and their ride to success.
Watch the lively session from our panel of experts. Chaired by Lindsey Clay, CEO, Thinkbox with:
- Cheryl Calverley, Chief Marketing Officer, Eve Sleep
- Anuschka Clarke, Managing Partner, the7stars
- Ed Feast, Director, All Response Media
- Richard Maisey, Group Client Director, The Specialist Works