TV boosts DM and online response rates
27 January 2010 21:57
It found that television adverts can significantly boost response rates to direct marketing and online campaigns.
When TV and direct marketing are combined, response rates are 143 per cent higher, the report showed.
For TV and internet combinations, marketing teams see a 175 per cent increase in consumers responses to web campaigns.
The results suggest that while direct marketing and online ads have become an important growth area, firms should not abandon TV advertising.
Rupert Howell, managing director of brand and commercial at ITV, said TV "makes marketing messages work harder".
And he explained that this comes at a time when television is more accessible than ever before.
Meanwhile, the Internet Advertising Bureau has predicted that television advertising could be shifted online as a result of the growth in video on demand services.
Posted by Stanley Jack
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