ThinkTV has announced that it has commissioned a landmark, world-first study to prove the value and return on investment of television for advertisers in Australia.
ThinkTV has partnered with Ebiquity UK, a leading, independent marketing analytics specialist, to conduct econometric research that will measure the sales impact and return on investment of five media channels including television, radio, press, online and outdoor.
Twenty of Australia’s top advertisers will contribute actual sales and campaign data for the last three years to the $1 million research project.
The “Payback Australia” study will reveal the return on investment of each media channel, the effect each medium has on other media in the mix and the sales effect of each channel.
The Australian study, the first ever of its kind, was inspired by several studies conducted by Ebiquity in the UK for TV marketing body Thinkbox on the effectiveness of advertising and the return on investment of different media.
“This research is the first study of its kind ever undertaken. Unlike other studies that analyse already modelled data, this research is using actual data from advertisers to provide a clear and consistent view of the return on investment of different media. The research will, for the first time, provide the market with robust industry benchmarks for a variety of categories and gives advertisers the tools to optimise their media investments effectively and efficiently to drive bottom line success in their businesses,” said ThinkTV CEO Kim Portrate (pictured).