Combination of online with print and TV offers significant multiplier effect
Advertising campaigns which combine online, TV and print, can improve product awareness, purchase intent and ad memorability by up to a multiple of three according to a ground breaking Australian cross media study which was released today by IAB Australia and Dynamic Logic. The research, which was conducted for Colgate’s newly launched product Colgate WISP, found that while TV was effective, the multiplier effect of exposure to magazines and online in the media campaign delivered results that were greater than a single or two media.
Announcing the results at an industry briefing in Sydney, Paul Fisher, CEO of IAB Australia commented “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 provide further quantitative evidence to marketers and their agencies that redistribution of media budget allocation and up-weighting to online will achieve their desired results more cost efficiently than the old paradigm of ‘TARPs x weeks’,” said Mr Fisher.
The Colgate WISP research found that purchase intent increased a dramatic 8.5 percentage points for those exposed to TV alone, climbing to 29.1 percentage points when the campaign included print, TV and online. Product awareness climbed 19.4 percentage points for those exposed to TV alone and increased to 50.9 percentage points when the three media channels were combined.
The study found that TV and online worked well together to grow WISP’s brand awareness better than TV alone, while online and magazine exposure generated an additional 13 per cent reach on top of the TV campaign.
Kara Manatt, Director of Cross Media Dynamic Logic US 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.”
The research also found that while TV worked to build brand awareness, the incremental benefit of additional TV exposures started declining at frequencies above seven.
Although not seen in the WISP launch campaign (due to launch campaigns being able to tolerate higher frequencies), analysis across multiple CrossMedia studies reveals that TV wastage is not uncommon at higher frequencies and marketers could benefit from considering the mix and lay down of other media to take advantage of multiplier benefits.
The Colgate WISP is a new product designed to expand usage occasions in the oral care category. A small, portable, single-use toothbrush to clean teeth and freshen breath for on-the-go occasions, the WISP launch campaign targeted people age 18-39 years. TV, online, and outdoor kicked off in March, with magazine advertising starting in April. The campaign’s online creative used online video, demographic targeting, and contextually time-targeted messaging.
CrossMedia Research™, is a Dynamic Logic in-market advertising effectiveness measurement tool which determines exposure effects at shifting attitudinal metrics and develops media insights for future strategy. It assists marketers to understand the contribution of each medium to the impact on key brand metrics and how each media combination impacts key brand messaging.
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About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia. As one of over 32 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.
Incorporated in July 2010 by 9 founding members - Fairfax Digital, Fox Interactive Media, News Digital Media, ninemsn, REA Group, Ten, Yahoo!7, and Sensis Media Smart - together with the Australian Interactive Media Industry Association (AIMIA), the IAB has four objectives:
- To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
- To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press
- To be the primary advocate for the interactive marketing and advertising industry
- To expand the breadth and depth of IAB membership while increasing direct value to members
For further information about IAB Australia please visit: www.iabaustralia.com.au