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Which form of advertising gives the biggest ROI?

Author's avatar By Robert Jones 21 Nov, 2017
Essential Essential topic

Chart of the day: Pound for pound, TV advertising provides the biggest return

According to an independent study commisioned by Thinkbox and conducted by Ebiquity and Gain theory, Television advertising provides the biggest return on investment compared to other forms of advertising.

TV ads created 71% of advertising generated profits, whilst online display only created 1%. The average ad-generated profit created by TV ads was £4.20.

TV ad profitability

In the age of digital, TV advertising still dominates return on investment, but it's also providing a far higher return than radio and out of home ads too.

TV ads provide the biggest return, providing a safe option for advertisers, however, it's also the most expensive form of advertising, even if a dip in advertising revenues has led to networks charging slightly less for advertising.

Recent research by Nielsen has also found that half of US-TV homes have Internet-enabled devices, which are capable of connecting to a TV.

Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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