Page 66 - Adnews Magazine May-June 2021
P. 66

                                                              SEM impact decomposition
Direct and indirect contribution
Non TV, 6%
TV is the number 1
driver of search
Which other media channel is best at prompting consumers to search?
The research asserts that TV is fundamental to the sales demand derived from search with TV contributing 18% towards the sales impact. In comparison, digital channels contributed 11% and other non-TV channels contributed just 6% in the short-term.
                        Search
Search
Indirect Contribution
Digital, 11% Total TV, 18%
Search, 65%
  Direct Contribution
    TO GENERATE BUSINESS DEMAND IN T STRONGER, AND MORE SUSTAINED IMP
Sales volume contribution index
(Indexed to highest channel)
100
30
  TV drives
4.5
    3x greater sales volume than any other media
27 27
20
11
11
77
      TOTAL TV
OOH
RADIO
SEARCH
DIGITAL DISPLAY
PRINT
SOCIAL
DIGITAL VIDEO
CINEMA
Contribution towards sales, %
     






























































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