MediaCom and Thinkbox on using TV for long and short-term effects

This event report discusses results from research undertaken by Thinkbox and MediaCom that aimed to uncover the online and offline drivers of sales for direct response ads.

MediaCom and Thinkbox on using TV for long and short-term effects

Joseph CliftWarc

“More and more advertisers are looking for a direct response, from website visits to softer brand measures."

So said Matt Hill, research and planning director at Thinkbox, a trade body representing the UK commercial TV industry. He was introducing results from TV Response: New rules, new roles, a research project undertaken by the company alongside GroupM, WPP’s media agency mega-network.

The report aimed to investigate the online and offline drivers of responses to advertising: specifically, sales. Thinkbox’s own previous research has hinted at...

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