Understanding touchpoint impact for retailers | WARC | The Feed

Understanding touchpoint impact for retailers

Kantar’s Nicola Niesl provides an insight into touchpoint effectiveness for retail brands, where TV has a leading role.

In the fast-moving world of retailers, paid touchpoints contribute 27% of brand impact, which is above average compared to other categories.

Within paid media:

• TV is the biggest contributing factor, and is a significantly more cost-efficient touchpoint than we have seen in other categories thanks to relatively low frequency levels.
• Retail brands clearly benefit from digital ads – Facebook, Online Display and Online Video collectively deliver the most brand impact after TV and are also the most cost-effective paid media.
• Online Display is particularly good at driving image associations, while Facebook is relatively stronger at driving purchase intent.
• Other traditional media (Radio and Outdoor) aren’t generally very cost-effective for retail brands, although Radio works better for purchase intent. 
• OOH is relatively weak as a standalone media channel making it strongly reliant on other touchpoints: 61% of its impact comes from synergy effects with other media.