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...