Online businesses are TV's biggest Advertiser
Ben Carter , Managing Director, Just Eat
Well there you have it, ''Online businesses are now the biggest TV advertisers in the UK'', according to a new industry study that also revealed £5.28bn was invested in TV advertising in 2016. Basing its findings on information from commercial broadcasters and measurement firm Nielsen, Thinkbox the TV marketing body has emphasised how online businesses increased their investment in TV advertising in 2016. Thinkbox said TV advertising in the UK increased 0.2% year-on-year, the seventh consecutive year that TV advertising revenue has grown in the UK, even though spending was dampened by business uncertainty caused by Brexit last year. This no doubt proves to us that TV remains a resilient and effective platform even through challenging times.
Online businesses, including major brands such as Amazon, Just Eat and Netflix, spent a total of £639m on TV last year, up 8% on 2015. "Advertisers invest in TV because it works. TV is a trusted environment for brands," said Lindsey Clay, Chief Executive of Thinkbox. "It is a place they want to be seen, where they can rub shoulders with high quality shows that are important parts of people's lives. Its trustworthiness and quality are two of the reasons why TV is the most effective form of advertising," she added.
Online is not just a brilliant way to watch TV and a multi-faceted complement to TV, it is also a major investor in TV advertising. Online brands are now the biggest largest TV advertising category in the UK.
For brands that have little or no physical presence, the ability to create an emotional connection with consumers at scale is crucial. It's TV's ability to build brands, drive sales, grow customer bases, decrease price sensitivity and increase trust which has drawn the internet so much towards TV.
Thinkbox recently held an event on why online brands love TV, which gave a fascinating insight into just how complimentary the two are and how TV can help online brands evolve, transform and grow from strength to strength.
Just Eat's Managing Director Ben Carter is a huge advocate for Telly and isn't afraid to scream and shout about it. As Ben beautifully describes, ''TV has a Halo impact'' for online brands. Ben claims that TV enabled the online takeaway business to transform from a relatively small business with few restaurant partners, to a total rebrand, multiple restaurant partners and now much more accessible to the general public. Just Eat's brand vision was to 'become the new normal' , and thanks to Telly when thinking about ordering a takeaway; we now think Just Eat. Not only has TV made the Just Eat brand memorable, but it has also built strong credibility with their restaurant partners. Customers of Just Eat have also become huge advocates of their restaurant partners on Social, and helping to spread the love helps keep the brand alive and growing.
"Advertisers invest in TV because it works. TV is a trusted environment for brands, it is a place they want to be seen, where they can rub shoulders with high quality shows that are important parts of people's lives. Its trustworthiness and quality are two of the reasons why TV is the most effective form of advertising,"
Lindsey Clay , Chief Executive of Thinkbox
Ben Carter hits the nail on the head when he says that ''TV Offers the right eyeballs at the right time, at a National level''. TV has helped Just Eat innovate creatively with their latest 'food mood' launch, delivering their message at key buying moments, and helping the business achieve measurable results at a cost effective price. Ben boldly claims ''TV is far from dying'' and that online businesses should begin advertising with Telly.
Another fantastic example of TV helping to grow an online brand is online estate agency Purple Bricks. Matt Wyatt, Executive Planning Director at Snap London, spoke at the Thinkbox event about how they used TV to deliver mass reach, fame and trust for Purplebricks. TV helped to drive the business's brand journey, and they used TV as a platform to launch their new model which helps people sell their homes more effectively. Matt spoke of wanting to develop a more empathetic face of the company and he claims that ''TV had to help communicate this new customer focus''. ITV in particular has helped Purple Bricks target their regional customers, which is something no other broadcaster offers.
Matt proudly stated that ''TV is the right place to communicate Purple Brick's emotional values and sense of humour and personality''. He also importantly mentions that ''TV makes other media platforms work harder''.
TV reaches the hearts and minds of people, and therefore it is a no brainer for online businesses to use this huge platform for mass reach, scale, and intimacy to nurture and grow their brands. May they continue to marvel at the wonders of Telly, and love it as much as we do.
Original press release and event via Thinkbox.
''TV is the right place to communicate Purple Brick's emotional values and sense of humour and personality.....TV makes other media platforms work harder''.
Matt Wyatt , Executive Planning Director, Snap Lane