Reaching New Customers in the Busy Online World
In today's digital landscape, attracting new customers is essential for success. Whether it's through brand advertising or TV campaigns, businesses are recognizing the importance of expanding their reach to drive growth. Discover how top brands leverage TV advertising to enhance their online presence and drive significant uplifts in search volume. Stay ahead of the competition by adapting your advertising strategies to reach a wider audience and boost engagement.
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Presentation Transcript
In the busy online world, reaching new customers is vital Source: Effectiveness in Context, 2018, Binet / Field / IPA
Online brands require more brand advertising to drive growth Source: Effectiveness in Context, 2018, Binet / Field / IPA
Top digital native brands recognise TV advertisings power Includes: 2019 s top 100 digital native TV advertisers - TV adspend trend 600 AGGREGATED TV ADSPEND ( M) 500 400 300 200 100 - 2015 2016 2017 2018 2019 Source: Nielsen 2015-2019.
TV advertising drove huge uplifts in search for Cazoo vs category average 2500% 180,000,000 Search for 'Cazoo' % CHANGE IN GOOGLE SEARCH VOLUME* 160,000,000 Search for 'Used car' 2000% TV Exposures 140,000,000 LINEAR TV EXPOSURES 120,000,000 1500% 100,000,000 80,000,000 1000% 60,000,000 40,000,000 500% 20,000,000 0% - 1/5/2020 2/2/2020 2/9/2020 3/1/2020 3/8/2020 4/5/2020 5/3/2020 6/7/2020 7/5/2020 8/2/2020 8/9/2020 9/6/2020 1/12/2020 1/19/2020 1/26/2020 2/16/2020 2/23/2020 3/15/2020 3/22/2020 3/29/2020 4/12/2020 4/19/2020 4/26/2020 5/10/2020 5/17/2020 5/24/2020 5/31/2020 6/14/2020 6/21/2020 6/28/2020 7/12/2020 7/19/2020 7/26/2020 8/16/2020 8/23/2020 8/30/2020 9/13/2020 9/20/2020 9/27/2020 10/4/2020 10/11/2020 10/18/2020 10/25/2020 11/1/2020 11/8/2020 11/15/2020 11/22/2020 11/29/2020 12/6/2020 12/13/2020 12/20/2020 12/27/2020 WEEK COMMENCING Source: BARB / Google Trends * Vs the last 8 weeks of 2019
