TV and Online Advertising Demonstrate Unique Strengths
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.
Although the number of studies is relatively small, some interesting findings
related to media synergy emerge. The results of the initial CrossMedia studies
indicate that online advertising is an especially effective medium for reinforcing
sponsorships to consumers. Sponsorship Association increased almost 16 points over
the levels produced by television advertising alone for those consumers exposed to
online advertising.
Television advertising had its strongest individual effect on the three awareness
metrics, with a strong showing in Purchase Intent as well. Both Message
Association and Sponsorship Association increased by an average of about 13 points
across the campaigns with television advertising only. In addition, Aided Brand
Awareness increased about 10 points on average.
The chart below illustrates the average percentage point increase over the control
baseline, or those not exposed to any ads. For example, TV alone increased Aided
Brand Awareness by 10 percentage points while online added an additional 5 points
to TV's effects. In total, Aided Brand Awareness for those exposed to both TV
and Online ads was 15 percentage points higher on average than the unexposed
baseline.
The results demonstrate the opportunity for advertisers to use television and
online advertising synergistically, and the value of learning the specific
strengths of different vehicles for their brands. Dynamic Logic continues to
conduct CrossMedia studies in order to provide further insight as to the unique
value of different vehicles in the media mix.
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Dynamic Logic's CrossMedia Research™ measures the value of integrated media
packages and quantifies the sucess of a cross-media campaign that combines
online with print, television or radio. CrossMedia Research allows
advertisers, agencies and publishers understand cost effectiveness of
different media in the mix.
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| A B O U T A D I N D E X |
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Dynamic Logic's AdIndex® is a research tool used by online advertisers to measure the
effectiveness of their campaign beyond click-through. By providing
real-time metrics on brand awareness, purchase intent, message
association, and creative evaluation; AdIndex empowers online marketers to
optimize their campaigns and get a true measure of the campaign's impact.
AdIndex was developed by Dynamic Logic and has multiple patents
pending.
www.adindex.com
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| A B O U T M A R K E T N O R M
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Dynamic Logic's MarketNorms™ is a leading source of normative data for online marketing effectiveness, with a database of over 1,000,000 completed surveys and more than 10,000 tested creatives. MarketNorms is a powerful, analytical tool that allows advertisers, agencies and publishers to compare effectiveness by vertical (automotive, CPG, pharmaceutical), ad format type (rich media, interstitials, email) and audience (gender, B2B, consumer).
www.marketnorms.com
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