IAB Research Recommends Cross-Media Campaigns
Achieving the right cross-media balance in an ad campaign increases brand sales impact by 10 to 15%, according to new research from the Interactive Advertising Bureau (IAB).
The research, based on analysis of campaigns for Kleenex tissues and Colgate toothpaste, aims to give marketers a formula for the optimal mix of interactive, TV, radio and print advertising necessary for an efficient campaign.
The IAB studied the campaigns over a six to eight week period and drew three key findings; Firstly, Using a static budget optimal results are achieved when online advertising is 10 to 15% of the marketing mix. Secondly, adding online advertising expands reach and coverage and lastly that increasing online allocation produces better overall results by increasing the return on investment.
According to the IAB, Colgate could increase its purchase intent to 4.3%, from 3.4% by increasing its online advertising by 4%. In addition, Colgate’s data showed that it cost 23% more to encourage consumer purchase using TV alone compared to using TV in conjunction with online advertising.
Jack Haber, vice president of e-business at Colgate-Palmolive, commented: “This research proves that the Internet has great potential as a marketing tool for our brands and as a lead marketer we have to harness the Internet’s potential to connect with our consumers to influence purchasing decisions and to increase brand awareness.”
The research follows a similar study of a McDonalds ad campaign in October 2002 and reflects the IAB led initiative to double the size of the internet ad market in 2 years. Last year the internet industry, led by the IAB, pledged to bridge the disparity between the share of ad budgets spent on internet advertising and the size of internet audiences (see IAB Plans To Double Internet Ad Spend In Two Years).
The IAB’s Ad Size Committee recently introduced a range of new larger sized formats as part of its initiative to simplify the planning and buying process (see IAB Promotes New Large Ad Formats).
IAB: 020 8683 9667 www.iabuk.net
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