By Kostas Houndas, Strategy & Business Analytics Officer, TEMPO OMD HELLAS.
The concept of “Second Screen”, i.e. of using a second screen while watching television (75% according to Greek Barometer 2016), gained traction in recent years. It has affected the way some advertisers distribute their media budgets, striving to improve marketing performance, and we are seeing today an increasing supplement to TV: Digital video.
The aim for extra reach through the TV & On-line video synergy, is well supported by various international white papers. There are many questions though, ie. which platforms should be used, how much money should be invested in each one of them, what metrics should be in place, etc.
I had the opportunity to “measure” a few TV & Digital campaigns during the last 12 months against human audience. They were featuring combinations of TV and digital platforms. The most interesting takeaways were:
- TV is still a massive weapon in reaching wide audiences;
- Digital platforms can deliver extra reach in the range of 3-8%;
- A significant uplift was identified in brand variables and particularly in intention to buy among the people reached by both TV and On-line video campaigns, leading to lower cost per conversion. This is in line with Taylor, Kennedy & Sharp, 2009: First appearance has the higher impact in sales.