Payback Australia Study – Wave 1

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A research project undertaken by Ebiquity to understand how costly-effectively different media channels are performing

ThinkTV and ThinkBox are looking to provide advertisers with a statistically robust understanding of the impact that each of the main media channels have on sales revenue. The first of its kind in Australia, this landmark study aims to cut through the clutter and provide clarity by looking at the financial returns of each $1 spent on advertising across different industries. With more pressure than ever on marketing budgets, understanding the return on investment (ROI) each form of media provides has never been so important.

The chair of the UK TV marketing body ThinkBox, Tess Alps, was the keynote speaker at the first ever ReThinkTV marketing forum held in Sydney on November, 30th.

The event, organised by Australia’s new TV marketing body ThinkTV, attracted close to 900 registrations and attracted a who’s who of the TV and media agency sector who were keen to hear about how and why TV should demand a bigger chunk of ad investment.

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Richard Basil Jones, Managing Director, Ebiquity Asia Pacific

Richard Basil Jones, Managing Director of Ebiquity Asia Pacific, presented the first wave of the “Payback Australia” econometric modelling* study that found that TV was the only media that generated a positive short term revenue ROI for the nine participating FMCG brands, which included Unilever, Pfizer, Lindt, Kimberly-Clark, Goodman Fielder, Sanitarium, and McCain.

The second wave of “Payback Australia”, covering the finance and other sectors, will be released in Q2 2017.

You can find a copy of the study presented by Ebiquity on the new Think TV website. Or download it here

*Econometric modelling attempts to estimate the relationship between sales and the factors that drive sales. Econometrics uses mathematical equations to isolate all of the different factors that can influence sales at any one time. For example: If an advertiser runs an advertising campaign and sees a big increase in sales, that increase may also have been influenced by in-store promotions. Without stripping out the impact of promotions, one would over-estimate the impact of advertising. Using econometrics removes the risk of such errors, allowing one to accurately estimate the direct dollar impact advertising has had on sales.

This research project was also featured in the Australian Financial Review, please click here to find out more.

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About Author

Managing Director, APAC

Richard is a business leader with more than 15 years of Managing Director experience and a strong background in Media Measurement and Information Management. He spent over 20 years with the Nielsen Company, in his last role at Nielsen, Richard was responsible for the growth of the company’s media businesses in 12 countries across the Asia Pacific region. Earlier in his career he was a pioneer in the introduction of the electronic TV Ratings service as well as developing services in international markets. Richard finished at Nielsen in 2011 and started at Ebiquity in 2012. Richard graduated from the University of New South Wales with a Bachelor of Commerce (Marketing) degree in 1982.

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