TV advertising still important: ZenithOptimedia study

The inference is a result of the media agency’s Touchpoints ROI Tracker study

ZenithOptimedia has released the results of its Touchpoints ROI Tracker study, the agency’s most extensive project undertaken to identify the power of individual consumer contact points to support leading brands. ZenithOptimedia has carried out more than 3,00,000 consumer interviews across 34 countries covering more than 4,000 brands. In India, it has conducted more than 10,000 interviews, covering more than 112 top brands in India across nine categories.

Not surprisingly, a brief snapshot of the database reveals the growing power of the Internet as a key marketing vehicle. What is more baffling is that the influence of Internet marketing grows as consumers get older.

TV advertising still important: ZenithOptimedia study

In India, the influence of touchpoints and the levels of overall brand recall which they generate are much higher than in the Asia Pacific or the US. While globally, the touchpoint with the greatest influence is Recommendation from Friends and Family, in India, it is Personal Use of the Brand. In traditional media, television advertising is still very important. It is 8 per cent more influential in India than in the Asia Pacific and 13 per cent more than in the US. In India, touchpoints such as Comparison Websites, In Store Demo and Specialist Recommendations would provide the best opportunities to differentiate.

ZenithOptimedia’s findings for individual brand categories show that levels of brand experience generated per rupee are much higher for telecom advertisers than for automobile advertisers.

However, the survey doesn’t just identify the power of individual touchpoints to support brands; it also reveals how much better some of these touchpoints can work in combination with each other. This is a vital piece of knowledge when planning integrated communications.

The agency’s Dashboard of Global Norms offers marketers the chance to compare the power of all major communications channels across a variety of consumer groups, brand categories and regions.

For the record, Touchpoints ROI Tracker is the consumer research based approach that ZenithOptimedia uses to measure and plan marketing effects across all consumer contacts. It identifies and quantifies the value of every consumer point of contact for a category and its brands, examining the role of each contact point in building brand preference and purchase intent. All forms of consumer contact are measured, including those at point of sale, point of consumption, one-to-one, word of mouth, sponsorship and events, the Internet and mass media.

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