Online works where TV can't
In the spring and summer of 2013, the data-based strategy consultancy .companion examined several media-mix campaigns through comprehensive advertising impact studies with over 2,500 respondents. The aim was to determine the impact contribution of the media genres used. In particular, the impact of online advertising (display) was put to the test. The result: In all three campaigns investigated for established FMCG [...].
Online advertising is especially effective with TV viewers.In the spring and summer of 2013, the data-based strategy consultancy .companion examined several media-mix campaigns through comprehensive advertising impact studies with over 2,500 respondents. The aim was to determine the impact contribution of the media types used. In particular, the impact of online advertising (display) was put to the test. Result: In all three campaigns for established FMCG brands, display advertising as part of the media mix significantly increased brand awareness among TV viewers. For viewers with above-average TV consumption, on the other hand, additional contacts with display advertising had no demonstrable effect. "Comparative advertising impact studies by neutral experts are enormously important in order to determine the actual branding effects in advertising media contacts and to be able to correctly assign effects. The media-mix campaigns studied showed unanimously that online had a particularly strong effect on people who are difficult to reach via TV advertising. The accompanying examination of media-mix campaigns is important in order to tease out the best interactions between the genres," explains Dr. Christian Bachem, founder and partner of .companion. "Alternatively, expost data analytics can be used to determine and isolate impact contributions retrospectively via modeling, even for campaigns that ran months ago. We call this 'Efficiency Lab'," Bachem provides insight into the strategy consultants' other analysis options.
