In an era when advertising budgets are under greater scrutiny, marketers must be able understand the effectiveness and performance of the ads they place.
A new study by Accenture, commissioned by ABC, has uncovered a number of compelling insights that can help marketers do just that.
Our focus was the impact of video advertising, given its prominent role in many advertising budgets. As part of our analysis, we concentrated on two key categories: Multiplatform TV, which encompasses television-type programming consumed in various ways; and Digital which, for the purpose of this study, includes search, display, and short-form video.
We analyzed our proprietary, robust Accenture database of $12 billion in anonymized marketing spend over a three-year period across more than 20 leading national brands representing six industry categories, and tracked the impact of this spend on key metrics, including sales and brand health.
Multiplatform TV advertising has a significant halo effect on search, display, and short-form video advertising within integrated campaigns. On average, 18% of the Return on Investment (ROI) that’s typically attributed to these three channels actually should be credited to Multiplatform TV.
While the average ROI from search, display, and short-form video is high at initial spend levels relative to Multiplatform TV, marginal returns for Digital diminish rapidly as spend increases. In fact, the inflection point happens sooner than what we initially expected.
Multiplatform TV advertising has a measurable, long-term impact on driving incremental sales. The combined impact of Years 2 and 3 is equivalent to 1.3x the impact measured in Year 1.
after a reallocation of 2% Multiplatform TV budget to Digital
Advertising within long-form digital video (a subset of Multiplatform TV) outperforms most types of digital advertising, including short-form video. Long-form digital video ROI outperforms short-form video by a factor of more than 1.5x.
expressed as a multiple of short-form video ROI