What is TV advertising really good for – offering short-term activation or long-term impact on brands? Any discussion of TV as an advertising medium is likely to involve buzzwords such as branding, image advertisements and long-term advertising impact. But what happens immediately after a TV spot airs? This week’s egtabite features Goldbach Media’s TV campaign for their client Librio that proved to deliver both short-term activation and long-term advertising impact
Swiss start up’s debut on TV
Librio is a Swiss publishing house specialising in personalised children’s books. The young e-commerce company was founded in Zurich in 2017 and has since sold more than 30,000 books in more than 70 countries. Its previous marketing measures were limited to the most common online channels such as search engine marketing, display advertising, social media campaigns, and influencer marketing.
During a coaching session, the Zurich-based start-up was advised to present itself on television. Up till then, they had the misconception that TV advertising was way beyond their budget.
The goals of the TV campaign were stronger branding and an immediate increase in sales, as well as raising awareness of the product among potential consumers and improving its brand recognition. The campaign involved a short 15-second spot which was aired over a period of five weeks.
The long and the short of TV
Goldbach Media analysed branding impact and performance level before, during and after the campaign by using the on-site survey at Librio.ch to determine the origin of website visitors, a representative online survey on the TV campaign and data from Google Analytics.
The immediate impact of the TV spot proved that TV pushes online activities, as Librio, compared to its direct competitors, achieved the largest number of search queries during the campaign period. The Librio website also registered an increase in direct traffic of 157% and an increase in traffic from Google of 213%.
In fact, 46% of website visitors stated that they became aware of Librio because of the TV spot while 63% of website visitors accessed Librio.ch immediately after watching the spot. The campaign had an immediate impact on direct sales which doubled while Google-driven sales increased by 57%.
Librio as a brand was not only remembered and perceived as considerably better but also there was a drastic increase in direct traffic to their website that lasted for weeks after the end of the campaign.
The campaign results indicate that 37% of website visitors did not access Librio.ch immediately after the TV spot aired but a while after the broadcast. Also, there were noticeable effects on direct sales of Librio products for five weeks after the campaign was concluded. After seeing the 15-second spot, the audience expressed greater interest in buying Librio products and telling others about their quality As a result, Librio became the leader of brand awareness among all of its competitors.
TV works on both sides of the funnel
The campaign contributed to the company’s brand-building efforts and achieved both immediate effects at the performance level and a long-term impact. “I did expect a TV campaign to have some branding effects. But I never thought that it would achieve and even exceed our performance goals. My personal verdict on the TV campaign is incredibly positive. We achieved a lot more sales than we had hoped. We will certainly run more TV adverts in future”, said Tim Hess, Co-Founder of Librio.
The TV campaign made a substantial difference as it had a positive influence on website traffic, Google search queries, brand awareness, and sales.
“Librio’s case impressively highlights the impact of TV on branding and performance. To run a successful campaign, you require a certain level of understanding of the product and marketing principles. Libro has combined its emotional product with a solid brand message and used that combination during its sales promotion. We are thrilled that the campaign was so successful and that we got to contribute to showcasing Librio in the best possible light”, concluded Alexander Duphorn, CEO of Goldbach Media.
OTHER CASE STUDIES
FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
18. 7. 2024FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population. As… Continue reading EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS
20. 6. 2024Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
20. 6. 2024Tiger + Iguana = Tiguan Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim… Continue reading EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
ITV LAUNCH TWO CREATIVE AD BREAKS TO RAISE AWARENESS FOR GLOBAL ACCESSIBILITY AWARENESS DAY (GAAD)
23. 5. 2024On the occasion of Global Accessibility Awareness Day (GAAD), ITV launched two creative ad breaks designed to raise awareness about accessibility and inclusion. These ad breaks were featured on ITV1 and during “This Morning,” a daytime talk show. With 12 million adults in the UK living with deafness, hearing loss, or tinnitus, and over 2… Continue reading EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
GLOBAL ACCESSIBILITY AWARENESS DAY: HIGHLIGHTING THE VALUE OF SIGN LANGUAGE AND SUBTITLES ON TV
23. 5. 2024Globally, over one billion people live with disabilities. According to the latest data from the National Centre for Public Health and Analysis, the number of people diagnosed with “deafness” in Bulgaria in 2022 is close to 3000. Although a sign language law was adopted only three years ago to official recognise BGSL (Bulgarian Sign Language)… Continue reading EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV
18. 4. 2024SNPTV, the trade body representing TV sales houses in France, embarked on a journey to unravel the mysteries of audience attention within the ever-evolving landscape of TV and video advertising. In an era marked by unprecedented fragmentation in media consumption, understanding the attention of consumers has emerged as a key metric for advertisers. With an… Continue reading EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
DEGREE US: ‘NOT DONE YET’ CAMPAIGN WITH AD AND OPEN CAPTIONS
29. 3. 2024Background More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. Degree Inclusive packaging and inclusive advertising ensure that people with disabilities have an equal playing field. Creative Degree® is committed to inspiring the confidence in everyone to move beyond… Continue reading EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
22. 3. 2024Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with… Continue reading EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS
21. 3. 2024In a landscape where brand safety and transparency are paramount concerns within the media industry, Channel 4 Sales has recently unveiled the results of its exclusive Sponsorship Rocks study. This comprehensive analysis provides compelling insights for brands navigating the complex world of advertising. Over almost 240 sponsorships and 666 waves of research involving more than… Continue reading EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
CANAL+ BRAND SOLUTIONS’ INNOVATIVE AI ADVERTISING CAMPAIGN FOR AUDI CREATES A WINTER WONDERLAND ON SCREENS
15. 2. 2024In a groundbreaking move that seamlessly combines technology, creativity, and automotive innovation, the creative entity of Canal+ Brand Solutions recently unveiled a captivating advertising campaign for the new Audi SQ8 Sportback e-tron and its e-quattro technology. The French-based team, in collaboration with Re-Mind PHD, Brand Content Fuse, and Canal Brand Factory, introduced an innovative television… Continue reading EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
THE MASKED SINGER: DPG MEDIA AND JBC’S CREATIVE COLLABORATION
15. 2. 2024While business partnerships and collaborations are key, joining forces in showcasing creativity can prove to be quite challenging, yet equally rewarding. Such was the case with the constructive partnership between DPG Media and Belgian fashion retailer JBC. The companies pulled off a successful collaborative campaign combining the fame of The Masked Singer competition with the… Continue reading EGTABITE 287: GOLDBACH MEDIA & LIBRIO-PROVING THE SHORT-TERM ACTIVATION AND THE LONG-TERM IMPACT OF TV
