Thinkbox have today posted a new study on their website which outlines the relationship between TV Advertising and Online Response. Working with MediaCom, econometric modelling was used to further delve into the data and prove that TV is really becoming as cheap as online in terms of the true cost of acquiring each customer.
Good to see a more rounded view of how direct response works rather than the previously one dimensional last-click-wins approach so often touted. Proof of the value of investing in more sophisticated measurement techniques as well as the folly of ignoring the tried and tested mediums of the past in preference to the shiny new path to riches too often rashly promised online.
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