As Seen On Tv: Supercharging Your Small Business
Thinkbox has long been a champion of effectiveness – commissioning numerous award-winning studies that provide advertisers with the evidence they need to invest. Previously, this research tends to be based on bigger, more established brands. (This is down to the nature of the data; it tends to be bigger brands who invest in marketing evaluation.) Whilst these studies are hugely useful for many advertisers, they only show part of the picture. Are the same findings applicable to smaller brands?
The ‘As seen on TV’ study is different. This time the focus sits squarely on smaller advertisers looking for guidance on the most effective paths to profit and growth. How can TV supercharge small businesses? At what point should the move into TV be considered? How can TV be introduced when budgets are tight, and the stakes are high?
Profit Ability: The Business Case for Advertising
‘Profit Ability’ has, for the first time, quantified the total profit generated by different forms of advertising in the UK, to show what they deliver to the bottom line. It set out to examine and benchmark all media’s profit-generating performance, with a particular emphasis on uncovering TV advertising’s effects.
The study was commissioned by Thinkbox from Ebiquity and Gain Theory, who independently evaluate advertising performance and effectiveness for hundreds of brands. Using their databanks of existing, client-funded data, it analysed over 2,000 advertising campaigns across 11 categories to uncover the impact that different forms of advertising have on short-term profit (throughout the campaign and within 3–6 months of the campaign finishing), and then combined these learnings with results for profit generated over the longer term (up to 3 years on) to determine total profit return. Clearly, advertising also has an even longer-term impact beyond 3 years, but that is beyond the scope of this study.
<