The upcoming results reveal for the second wave of ‘Payback Australia’, an independent study by Ebiquity, commissioned by ThinkTV has been heavily reported in Australian media this week. The study calculates the average return on investment each media has generated for brands from four of the economy’s biggest sectors: FMCG, automotive, finance and e-commerce over a 3 year period.
Ebiquity has found that TV is the most effective media channel, delivering almost twice the sales uplift relative to media spend than search and radio, and circa five times more sales uplift relative to media than out of home, online video and online display media.
Ebiquity’s results will be unveiled in full by Richard Basil-Jones, Managing Director, Ebiquity APAC, at the ReThinkTV event in Sydney on September 14th. Richard Basil Jones comments on the upcoming results reveal:
We know from the World Federation of Advertisers’ survey earlier this year that one of the most pressing issues for CMOs is the ability to measure business outcomes in an increasingly complex and fragmenting media and marketing landscape.
The results of Payback Australia are designed to meet those needs. ROI is a critical measure for advertisers and although it varies by sector, the order of efficiency by media channel is similar. On aggregate TV emerges as the clear winner across all of industry, which is a testament to its enduring power for brands.
“The e-commerce category showed the importance of search as a key driver of sales. This reflects the pure-play online nature of the businesses we measured. However, it is important to highlight the role that advertising plays in driving traffic to the Search platform itself, as a major business you cannot live on search alone and TV is the most effective media to support Search.
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First featured 11/09/2017