TV Effectiveness

Using TV as a marketing channel

Decision Making


Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2015

This event report outlines how Coca-Cola Journey, the soft drinks firm's official website, tapped into an opportunity presented by the finale of "Mad Men", the hit TV show.


Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2015

This event report provide guidance for brands seeking to leverage product placement, based on the views of Starcom MediaVest and Turner Broadcasting.


Stephen Whiteside, Event Reports, Advertising Age Digital, April 2015

This event report covers HBO's failed attempts to tap into second screening – and how these efforts ultimately helped inform a successful digital strategy for the cable network.


Lena Roland, Event Reports, IAA Leadership Forum, May 2015

This event report looks at how the advertising world is set to change over the next few years.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Toyota Norway gained sales for its hybrid cars by increasing the number of test drives taken.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Peruvians were encouraged to smile for their ID photographs by Coca-Cola who wanted to associate their brand with happiness and well-being.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how in Germany Daimler AG stimulated interest in an ageing model of smart car boosting sales by highlighting its shortcomings.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Luxottica brand OPSM challenged brand leader Specsavers in Australia by encouraging mothers to have their children to have regular eye tests.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Deutsche Telekom stood out in a competitive market where little product differentiation was apparent.

WARC RECOMMENDS


RECOMMENDED CASES

Television

Warc's pick of the most effective case studies


ARTICLE FOCUS

TVC lengths

The ARF on choosing the right spot length


WARC BRIEFING

TV effectiveness

History, key theories and trends


RESEARCH PAPER

Empirical Evidence of TV Advertising Effectiveness

Why TV is the best branding medium there is


CASE STUDY

John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising