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14 Oct

Online and TV advertising work better together

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Pioneering research from Thinkbox.com and the Internet Advertising Bureau (IAB) has shown that using TV and online together in advertising campaigns is significantly more effective for advertisers than using either in isolation. Their combined use produces major benefits for advertisers, including dramatically increased positive brand perception amongst consumers – some 50% higher – as well as significantly greater likelihood of purchase.

Conducted by Q Media Research, this is the first time the effectiveness of using TV and online in tandem has been examined in depth. The sample focused specifically on ‘digital consumers’; people who own a digital TV and use broadband internet, and are medium to heavy users of each. Because the study focuses on the most ‘tech-savvy’ of the UK population – around 25% of its total – these results provide an indication of how future media consumption and consumer behaviour may develop.  In terms of their precise media usage, 64% of the sample stated that they sometimes watch TV while using the internet, whilst  48% stated that they did this most days.  

Key findings from the study include:

  • Using TV and online together results in 47% more positivity about a brand than using either in isolation
  • The likelihood of buying or using a product increases by more than 50% when TV and online are used together
  • 48% of the sample group watched broadcast TV while online, most days
  • Two thirds of this group have watched TV via online providers, primarily as a way to catch-up with broadcast TV and mainly from TV broadcasters’ websites
  • Both TV and the internet are used for entertainment (TV, 80%; online 56%) and both have a significant influence on driving purchase (75% and 52%)
  • The findings reinforce the need to  ensure creative synergy between TV and online advertising and identify best practice for better effectiveness, which requires more than simply putting TV ads online

Overall the study demonstrated the combined use of TV and online advertisingproduces major benefits for advertisers, including dramatically increased positive brand perception amongst consumers – some 50% higher. It also significantlyincreases consideration and purchase over using either media in isolation.

Read the whole article at Thinkbox.com

Read 251 times Last modified on Sunday, 14 October 2012 02:59
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Walt Mecleary

Walt has been working with CMS (content management systems) websites since December of 1998.
He founded Applied CMS Technology in the summer of 2007 and focuses primarily on the Joomla™ CMS platform.

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