Sure, digital media is huge. But don’t put all your eggs in that basket. Not yet, anyway. If you do, it’ll probably cost you plenty. Why? Because video productions for TV still deliver maximum marketing impact — way, way ahead of the wave of digital newcomers.

This isn’t some wild-eyed claim from video reactionaries. It’s the truth!…Signed, sealed, and delivered by some of the industry’s leading heavyweights. Just look at the recent study conducted by Turner Broadcasting, Horizon Media, and MarketShare, the highly-respected marketing-analytics organization. The massive effort covered thousands of marketing optimizations utilized by major advertisers between 2009 and 2014.

The researchers made a surprising discovery — the impact of TV advertising remained steady during that five-year period. Digital media didn’t even make a dent in the ol’ boy. In fact, traditional TV video decisively surpassed digital and offline channels for driving sales, new accounts, and other key performance indicators (KPIs).

But wait, there’s more. Consider these additional findings:

• Over the five-year period, TV was the only medium that retained its effectiveness. The effectiveness of alternate advertising media (digital and offline) plummeted by more than 10%.
• Marketers enhanced TV video performance and ROI by utilizing data from sources such as website visits and inbound calls.
• Premium online video delivered via broadcast or cable outperformed all other types of video content.

The obvious takeaway from all this? Save plenty of eggs for TV video production. Like it or not, that’s still the horse to beat.

If you have questions or thoughts about video production for your brand, please leave us a comment.

And be sure to reach out to IDR for the latest in video marketing. We’ll help you generate high-quality leads with DRTV, reach online shoppers via DRTV in conjunction with social media, and build your brand with traditional video productions. Contact IDR for a free consultation.