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tv's halo effect on digital ROI

This Accenture study, commissioned by ABC Network, found that Multi-Platform TV Advertising (liner TV + VOD) boosts search, display, and short-form video ad performance.

The study analysed $12 billion of marketing spend over a three year period, across 20 national brands and 6 categories in the US.

Key Findings include:

Multiplatform TV advertising amplifies search, display, and short-form video ad performance. The study finds that TV lifts Digital ROI by 22%, and that Digital’s average ROI would decline -18% without the benefits of multiplatform video.
If more than 4% of TV spend is reallocated to search, display and short-form video, total ROI and brand sales are put at risk.
Multi-platform TV drives short-term and long-term brand awareness and sales. TV drives sales in Year 1, and the incremental effect for Years 2 and Year 3 is 1.3x of that of Year 1, with total impact of 2.3x across the 3 years.
The most effective Digital environment is Broadcaster long-form video content, which outperforms display, search, and short-form video. Long-form video ROI is 1.6x that of short-form video, and also generates more in sales per dollar than short-form video.

Marketers who leverage data and analytics through cross channel attribution modelling capitalize on the inherent value of Television to drive ROI.