TV least risky marketing platform, finds Thinkbox

Linear and video-on-demand (VOD) TV are the lowest risk marketing platforms, according to research from Thinkbox.
The marketing body for UK commercial TV analysed £1.4bn of media spend by 50 brands across 10 forms of advertising over three years, with help from Gain Theory, Mediacom and Wavemaker.
Rather than looking at platform effectiveness in isolation, the research analysed the effectiveness of campaigns that have run across TV, broadcaster VOD, online video, cinema, radio, print, onli