Systems measurement: TV Response: New Rules, New Roles

By applying systems thinking, we were able to identify the impact that media drives at all stages of the consumer journey. 

In 2015, we undertook a 10 month project for Thinkbox to define the role of response in the world of the multi-device, always connected consumer. Due to the far reaching impact of advertising we knew that it was important to measure response over 3 time horizons, immediate, short term and long term. This meant we captured the impact from the moment an ad aired right up until 2 years after the campaign. This is the only way to ensure we are measuring the full ROI from the marketing investment. 

Our findings were exciting and backed up all of our initial thoughts: media really does drive response at every stage of the consumer journey. 

Lets take TV as an example. TV on its own will drive consumers to purchase within the retail stores and online. However, it will also drive consumers through the online channels. Consumers will search for a brand after seeing a TV ad; it will lead them to click on a display ad or click through an affiliate. And it doesn't end there, TV will still drive sales up to 2 years after the campaign has aired. It isnt just TV driving response in this way, other offline media does the same job as illustrated in our systems diagram above. 

No media can be planned in isolation. We need to plan and measure in systems and not silos.