The role of TV as primary deliverer of reach for advertisers has been subject to intense debate in recent years. Media consultancy Ebiquity thrust a cat amongst the metaphorical pigeons with its controversial 2018 TV at the Tipping Point report, which suggested TV’s superior marketing effectiveness may not last beyond the next five years.
Despite a strong rebuke from Thinkbox, the UK’s TV advertising body, one brand-owner to have heeded Ebiquity’s advice is UK insurer Direct Line Group (DLG). The company – no stranger to the pursuit of marketing effectiveness– has experimented with digital...