Trade Bodies Unite To Offer Cross-Media Insight
The Outdoor Advertising Association (OAA) and Radio Advertising Bureau (RAB) have joined forces to explore the effects, and advance understanding, of combined radio and outdoor advertising.
In the first stage of the study, the OAA/RAB team has commissioned research company Acacia Avenue to conduct qualitative research exploring the effect combining radio and outdoor campaigns, examining the effects on consumers’ brains, attempting to find out how this differs from individual media working in isolation.
This initial stage will be followed by the OAA/RAB working with individual advertisers to help them understand how radio and outdoor combined have specifically contributed to their business in terms of ROI.
Commenting on the research, Mark Barber, planning director of RAB said: “There is a lot of belief in the media would that radio and outdoor make a highly effective combination. We are delighted to be collaborating with the OAA in furthering knowledge of what the two media offer when combined, beyond just the complementary functional media attributes.”
Alan James, chief executive of the OAA continued: “The OAA is extremely pleased to be working with the RAB. This is an exciting initiative that will give clients and media planners valuable insights into the effects of combining outdoor and radio.”
He added: “We believe there are complementary characteristics of the two media that mean that campaigns that combine them will have a particularly potent impact on consumers. The collaboration between the OAA and the RAB is a landmark and marks the beginning if an era of close co-operation between the two organisations.”
The use of cross-media advertising is widespread, although to date there are few studies into its effects, leaving advertisers with little evidence of their campaigns’ increased successes or potential pitfalls. However, the Institute of Practitioners in Advertising (IPA) recently confirmed the appointment of the two main suppliers for its new consumer centric multi-media survey, IPA Touchpoints, which looks set to boost cross-media research immeasurably in the coming months.
TNS Media will undertake the IPA’s main survey work, while RSMB will handle the integration process (see TNS Media And RSMB To Deliver IPA Survey).
TouchPoints is a groundbreaking project giving users their first overview of all consumer media usage by acting as a hub for the integration of the current industry currencies and other media surveys.