FranceTV Publicité and iligo demonstrate the impact of television in the beauty product buying journey

FranceTV Publicité is launching Media Impact, a new sectoral analysis format to measure the impact of media and non-media contact points in the consumer buying journey.

The first edition of Media Impact concerns the beauty sector.

FranceTV Publicité worked, in partnership with the consulting firm iligo, on a base of information collected since 2011 concerning beauty product purchasing frequency in the under-50 FPDM (female purchasing decision-maker) target category. In total, more than 500 people were polled via an online questionnaire and 22 contact points were identified (samples, acquaintance recommendation, TV advertising, billboards, etc.).

The analysis reveals the importance of television in the three steps of the buying journey:

1. Discovering
   68% of people discover a new beauty product through an advertisement broadcast on television. This is the leading media contact point ahead of billboards and the press. Video online advertising is the medium which has the greatest affinity with this target.

2. Obtaining information
   46% of people obtain information through television advertising.

3. Deciding
   30% of people decide to buy a beauty product thanks to television. It is the leading media contact point ahead of online video.

Television is therefore the leading media contact point in the beauty product buying journey.

This analysis highlights the values sought by female consumers. Thus, the quality of the content takes precedence in the product “discovery” phase. Confidence is a crucial link in the “information” phase and emotion comes into play in the final phase of “deciding”. These three values, which are an integral part of France Télévisions’ DNA, will give credibility to the message received and allow the journey to continue through to the act of purchase.

FranceTV Publicité intends to deploy its new Media Impact sectoral analysis format on other sectors in the next few months.

In launching Media Impact, FranceTV Publicité’s aim it to strengthen its relations with brands. This analysis allows us to measure the influence of contact points in the consumer’s buying journey. It sheds light on the impact of television/online video media in the three steps of the journey and reinforces the results of the recent study conducted by SNPTV on the effectiveness and R.O.I of television advertising in terms of sales.

Valérie Falciola
Assistant Marketing Director of FranceTV Publicité

This analysis is based on our experience of measuring buying journeys developed since 2011 on more than 25 sectors. These measurements reflect an increasing complexification of these journeys and constitute structuring decision-making aid tools for marketing professionals.

Olivier Goulet
Chairman and Founder of iligo

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