POETIC license on TV
Thinkbox launched its latest insight piece – POETIC (Paid, Owned, Earned: TV’s Influence Calculated) in collaboration with Data2Decisions – on Wednesday, quantifying how much TV is a social media driving social influence.
What elevates this beyond the bleeding obvious is the way they have calculated its impact. Beyond online social media, word of mouth is usually underestimated and undermeasured. Here are the headlines for those who weren’t there:
TV is an inherently social media: TV advertising generates 51% of additional word of mouth for brands. All other paid-for media combined only generates a further 21%.
Most word of mouth takes place offline: 90-95% of brand conversations happen offline. The influence of online social media has been massively overstated, because to date it has been the easiest to measure.
TV advertising generates word of mouth that sticks: the impact of word of mouth driven by TV advertising has a much longer carryover rate over time.
TV advertising is the biggest indirect driver of additional website traffic: 47% of extra web visits are generated by offline and online word of mouth – which in turn has been driven largely by TV advertising.
TV is the key driver of brand reputation: TV advertising drives 52% of the positive perception we have of brands, helping it stick over the long term.
So how can we use this day-to-day? First and foremost, there is a chance to optimize media planning for word of mouth. Dave Trott, Executive creative director of CST The Gate, backed this up at AdWeek this week on the Creative Carousel when he said that good creative work is getting your brand spoken about and remembered in people’s everyday lives.
So we should focus on the space between people and how to activate it, according to Mark Earls, planner and author of Herd: how to change mass behaviour by harnessing our true nature. Try and get people talking by giving them something meaningful to talk about. There are 500m brand impressions – ie what people think and say about brands – in the UK every day. According to McKinsey, it is these brand impressions are “the most disruptive force in marketing”.
So if you can identify the influencers – “conversation catalysts” according to Ed Keller of Keller Fay – that is a great starting point. They are 1 in 10 of us, they talk more about brands and get listened to by their peers. Which begs the question: are you a leader or a follower?