Swiss Internet TV Impact Study: Advertising on Wilmaa works
As part of the cross-media Coca-Cola Summer advertising campaign in 2011, Goldbach Audience and Goldbach Media conducted a market research study in collaboration with Coca-Cola and Media Com. The study, accompanied and certified by the market research institute Isopublic, tested the effectiveness of Internet TV advertising on Wilmaa.
Users who additionally watched the Coca-Cola commercial on Wilmaa were found to have a 13 percent higher commercial recall. Qualified, image-based TV spot recognition was even 34 percent higher. Goldbach Media wrote this in a communiqué on Thursday. In addition to the significantly higher values for brand- and image-based advertising recall, there was also an effect due to contact frequency. The number of contact doses via Wilmaa led to an increase in image-based advertising recall.
For the experimental design, a group of Wilmaa users received the Coca-Cola commercial. Users in the control group had no advertising contact on Wilmaa.com, but were able to see the commercial via other media. Wilmaa users between the ages of 12 and 29 participated in the study. To test the advertising impact, they were surveyed at the end of the campaign regarding advertising recall. A total of 1,512 people took part in the survey. Of these, 658 were in the control group and 854 in the Coca-Cola Wilmaa group.
More information or the full study results can be here be obtained on request.
