What's In The Mix

Dynamic Logic, a Millward Brown company, releases new analysis of 32 cross-media campaigns across ten categories showing that media work best when used together. All three media platforms – television, magazines, and online – contribute incrementally to brand metrics, but at different levels, bringing various strengths at different points along the purchase funnel. TV and online's contributions were more apparent during the awareness stages while magazines were stronger at building brand favourability and purchase intent.

Previous CrossMedia research analyzed the complementary effects of TV and Internet advertising. The inclusion of magazine advertising in the mix offers a new perspective on how media work together. The findings are based on 17 studies in which the incremental impact of both magazine and online advertising over TV advertising alone can be directly compared.

Dynamic Logic has conducted more than 40 CrossMedia studies to date, measuring various combinations of online, television, radio, print and cinema advertising. For Beyond the Click, Dynamic Logic examined ten studies in which television and online advertising could be isolated. The averaged results yield insight as to the merit of advertising synergy and the relative strengths of the media against specific objectives.