A new joint study from the Internet Advertising Bureau (IAB) and Thinkbox has found that consumers who see an advert both online and on television are more likely to purchase products than those who have only seen an ad on one of those media. The study tested 3,000 people using six campaigns from car, FMCG […]
A new joint study from the Internet Advertising Bureau (IAB) and Thinkbox has found that consumers who see an advert both online and on television are more likely to purchase products than those who have only seen an ad on one of those media. The study tested 3,000 people using six campaigns from car, FMCG and finance brands which featured both TV and rich media advertising. Taken across all six campaigns 40% of those tested said that they were likely to use or purchase a brand in future after seeing an ad in one medium. However this proportion rose to 61% when users had seen an ad in both mediums. According to Thinkbox the research shows that online is best used as a complementary tool to an existing TV campaign rather than as an extension which is trying to reach a new audience.
From Brand Republic: http://www.brandrepublic.com, 07/05/2008
IAB UK: www.iabuk.net
