New Think TV research claims some digital channels lead to short term losses for FMCG brands
Think TV has revealed “world first” research it says proves TV delivers the best ROI for FMCG brands and that advertising on other platforms leads to a short-term loss.
The research by Ebiquity, claims every $1 invested in TV advertising generates a return of $1.74.
Based on the findings the research claims that FMCG advertisers were actually losing money on some advertising platforms over the short-term. It said online video advertising only returned 72 cents for every dollar invested, online display ads returned 41 cents, print 79 cents, radio 71 cents and out-of-home 62 cents.
Looking at the investment made by major FMCG brands including Unilever, Pfizer, Lindt, Kimberly-Clark, Goodman Fielder, Sanitarium and McCain, it found that in comparison, the short-term effects of advertising in areas such as digital video, print, radio, display and outdoor delivered a loss compared with TV.
So is the tv industry saying that the digital ads on their catch up services don’t work?
So are the tv networks telling me the digital ads on their catch up services don’t work? Also would hate to be one of the digital brands represented by MCN right now.
We are delighted to see a discussion has been stimulated as result of the first tranche of our Payback Australia study and that people are so keen to engage with us on it.
A number of the questions raised will be dealt with at ReThinkTV on Wednesday morning by myself where I will have a broader slide-deck than the one that has been presented so far to the press.
We are very happy to sit down for a face-to-face meeting following the launch event with anyone who is interested to know more.