We commissioned Group M to dissect the impact that TV has across the entire communications system, but with a focus online. Using a unique combination of econometrics and bespoke analysis, Group M were able to shed some light on TV’s role throughout the fully connected response environment in both the longer, medium and short terms.
You can watch the whole event here. If, however, you are after one section in particular, just select the video you want from above. For more information about the sessions, see below.
Introduction (8 mins)
Matt Hill, Research and Planning Director, Thinkbox, introduces why Thinkbox commissioned this study.
Understanding response in the medium to long term (57 mins)
Jane Christian, Head of Business Science at MediaCom, and David Beale, MD MediaCom Response, talked through how the communications system has changed and what this means for response planning. They also looked at how ad response works in the long term, as well as the contribution of different channels to generating short to medium term response
Immediate response – TV’s planning efficiencies (33 mins)
George Gloyn, Associate Director of Business Science at MediaCom, talked through the findings from Group M’s Spotlift analysis which focused on TV ad response generated immediately post-exposure. This includes insights into how response varies by day of week, day part, position in break and by category.
Panel session (58 mins)
Cath Crow, Head of Response Trading at Sky Media, David Beale, MD MediaCom Response, David Still, Head of Brand Strategy and Operations at Vodafone, and Andrew Challier Director, Client Relations, Ebiquity, discussed and debated the implications of the research findings. Chaired by Matt Hill.