Comments on: Chart: TV still trounces web for advertising impact

By: simontunstill

simontunstill — Tue, 28 Aug 2012 10:20:13 +0000

Gordon – I agree. The internet is not an advertising medium but a technology that delivers lots of things, including lots of types of advertising (including TV).

Cas127 – if you don’t trust Deloitte’s survey which is based on what people think is the most effective advertising, there are plenty of very robust econometric studies based on actual sales data from other sources which prove TV is the most effective advertising. But TV is even more effective when used with online marketing disciplines. http://www.thinkbox.tv/server/show/nav.736

Full disclosure: I work for Thinkbox.

By: Gordon Borrell

Gordon Borrell — Fri, 24 Aug 2012 10:44:47 +0000

I’ve been thinking it’ll take another 10 years for everyone to realize that the Internet isn’t an advertising medium at all, but an advertising utility. But a chart like this might shave a few years off that timeline.

By: Tatil

Tatil — Fri, 24 Aug 2012 05:13:17 +0000

I agree. Most people claim advertising does not change their buying habits at all, even though this whole industry is predicated on the idea that it makes a substantial difference. Now the same people say TV is more effective. It could be true, but a survey is not how you get hard data.

By: afewwords

afewwords — Thu, 23 Aug 2012 19:44:11 +0000

TV effective for upper funnel/brand equity
Internet good for lower funnel purchase capture

By: cas127

cas127 — Thu, 23 Aug 2012 17:36:14 +0000

Wow,

The least measurable, most expensive media are still the most “effective” (defined as?).

If one were a cynic (perish the thought) one might believe this to be a self-serving put-up job by the vested interests.

Actually, the *real* threat of the internet is that it quantifies how *valueless* most advertising is (directly for the internet, indirectly for the legacy media).

That TV ads still get $10 CPMs while internet ads get 50 cent CPMs is really just a testimony to the kickback-and-payola, under-the-table economy that the legacy media have erected over the decades of their unchallenged domination.

By: Kevin Horne

Kevin Horne — Thu, 23 Aug 2012 16:10:44 +0000

This must be sobering to the guys at Digiday who just posted an article that 85% of “luxury marketers” feel ONLINE VIDEO is more effective than TV. And are shifting all their $ to online blah blah. Meanwhile, more and more new brands are advertising on TV for the first time.

By: Stanford Crane

Stanford Crane — Thu, 23 Aug 2012 15:59:44 +0000

This is very valuable information that most VCs overlook, because it doesn’t support their investment thesis. They should actually be investing in properties that cross all platforms, including TV.

By: Torben

Torben — Thu, 23 Aug 2012 09:50:24 +0000

Does anybody have an idea, why the persons who were obviously asked explicitly should know what REALLY make them buy or change attitude?