ThinkTV Commissions Study on ROI of Media for Oz Advertisers

SYDNEY: ThinkTV has commissioned a study to prove the value and return on investment of television for advertisers in Australia.

ThinkTV is partnering with Ebiquity UK to conduct econometric research that will measure the sales impact and return on investment of five media channels, including television, radio, press, online and outdoor. Twenty of Australia’s top advertisers will contribute actual sales and campaign data for the last three years.

Titled Payback Australia, the study will reveal the return on investment of each media channel, the effect each medium has on other media in the mix and the sales effect of each channel. The full Payback Australia study is expected to be completed by Q1 2017.

ThinkTV CEO Kim Portrate said: “This research is the first study of its kind ever undertaken. Unlike other studies that analyze already modeled data, this research is using actual data from advertisers to provide a clear and consistent view of the return on investment of different media. The research will, for the first time, provide the market with robust industry benchmarks for a variety of categories and gives advertisers the tools to optimize their media investments effectively and efficiently to drive bottom line success in their businesses.”

“Rather than top of the sales funnel traditional metrics such as brand preference and awareness, the Payback Australia study will quantify the dollar return on investment advertisers can expect for each dollar they spend.

“With increasing pressure on marketing budgets, understanding TV’s return on investment has never been so important.”