Supplementing TV ads with online and print activity can increase purchase intent by up to 300%, according to a study.
The research found that purchase intent increased 8.5% for those who
saw only TV, and that it jumped 29.1% when the campaign included all
three platforms. Meanwhile, product awareness jumped 19.4% for people
who saw only TV, while it jumped 50.9% when all three platforms were
used together.
The results were uncovered in a cross media study released by the Interactive Advertising Bureau of Australia (IAB) and research firm Dynamic Logic. The research was conducted on behalf of Colgate's newly launched product Colgate WISP.
IAB Australia chief executive Paul Fisher said: "As marketers and their agencies strive for maximum cost efficiencies, and reach and return on investment from their advertising budgets, this research is invaluable. It shows that advertising results are significantly enhanced when more than one media channel is used.
"This research provides further quantitative evidence to marketers and their agencies that redistribution of media budget allocation and up-weighting to online will achieve their desired results."
Dynamic Logic US director of cross media Kara Manatt said: "These research findings are consistent with multiple CrossMedia Studies conducted globally by Dynamic Logic which have found online advertising is strongly associated with both advertising and brand awareness."
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