online advertising generates a substantial improvement in ad campaigns for big brands, according to recent research by the European Interactive Advertising Association (European Interactive Advertising Association - IALS).
The study, conducted by the NFO Infratest independent consultant, analyzing 15 of the largest brand actions developed in the UK, France and Germany, and its principal conclusions that online advertising greatly expands the number of people exposed to planned media campaigns as television, print or radio.
The report reveals that cumulative reach of the campaigns on television, set at 41% of the target, increases to 63% by including the public is only exposed to online advertising.
other hand, online advertising substantially increases the effectiveness of television advertising, print media and radio, if we consider the aggregate results of the 15 campaigns that demonstrate how the memory of brand values \u200b\u200bis located at 27 % after exposure to television campaigns, while the inclusion of Internet in the media mix increases brand recognition up 45%.
One of the values \u200b\u200bof online advertising lies in the ability of the medium for transmitting positive perceptions of brands such as "To be fashionable," "Innovation" and "Exclusive", which helps to complete the brand image. The study has shown that advertising works very effectively with radio and print media. In particular, most campaigns benefited substantially examined Internet use with radio and print media as members of the media mix.
For example, in the case of a campaign aimed at young audiences through online media and radio, it was shown that this is the best combination to achieve its target, and indeed, this combination generated the largest increases in rates of intent to purchase and use of the product over other combinations of media.
Also, the combination of online advertising with other media also helps recoder details favors ads and purchase intent. The study shows that while public exposure only to a TV advertising campaign generates a recall rate of 14%, the combination of TV and online media can increase this rate to 44%.
addition, while an advertising campaign increases by 2% purchase intent or acceptance of the product in the public grounds, the combination of the marketing is online marketing increases this rate to 12%.
The IALS study sponsored by the attempt to quantify the synergies from the combination of online advertising in global campaigns that include television, radio and print media, and also set the keys that can help design professionals and carry out more effective communication and marketing through the right combination of media in their media mix.
Michael Kleindl, IALS President and CEO of AdLink Internet Media AG, says that "data show that the inclusion of online advertising in the media mix of big brands generates significant benefits in its results, both in terms of scope and effectiveness. We believe that this is a great step to understand how online advertising can help increase the primary metric of a publicity campaign. "
Finally, it is interesting to note the outcome of Zenith Optimedia Media under which the business of digital marketing Western Europe can be increased by 24.8%, from 1,060 million dollars in revenue for 2003, to 1.323 million for 2005 (growth forecast for the whole advertising business in Europe West is estimated at 7.8%, from U.S. $ 69.177 million for 2003, to 74.569 million in 2005).
The study, conducted by the NFO Infratest independent consultant, analyzing 15 of the largest brand actions developed in the UK, France and Germany, and its principal conclusions that online advertising greatly expands the number of people exposed to planned media campaigns as television, print or radio.
The report reveals that cumulative reach of the campaigns on television, set at 41% of the target, increases to 63% by including the public is only exposed to online advertising.
other hand, online advertising substantially increases the effectiveness of television advertising, print media and radio, if we consider the aggregate results of the 15 campaigns that demonstrate how the memory of brand values \u200b\u200bis located at 27 % after exposure to television campaigns, while the inclusion of Internet in the media mix increases brand recognition up 45%.
One of the values \u200b\u200bof online advertising lies in the ability of the medium for transmitting positive perceptions of brands such as "To be fashionable," "Innovation" and "Exclusive", which helps to complete the brand image. The study has shown that advertising works very effectively with radio and print media. In particular, most campaigns benefited substantially examined Internet use with radio and print media as members of the media mix.
For example, in the case of a campaign aimed at young audiences through online media and radio, it was shown that this is the best combination to achieve its target, and indeed, this combination generated the largest increases in rates of intent to purchase and use of the product over other combinations of media.
Also, the combination of online advertising with other media also helps recoder details favors ads and purchase intent. The study shows that while public exposure only to a TV advertising campaign generates a recall rate of 14%, the combination of TV and online media can increase this rate to 44%.
addition, while an advertising campaign increases by 2% purchase intent or acceptance of the product in the public grounds, the combination of the marketing is online marketing increases this rate to 12%.
The IALS study sponsored by the attempt to quantify the synergies from the combination of online advertising in global campaigns that include television, radio and print media, and also set the keys that can help design professionals and carry out more effective communication and marketing through the right combination of media in their media mix.
Michael Kleindl, IALS President and CEO of AdLink Internet Media AG, says that "data show that the inclusion of online advertising in the media mix of big brands generates significant benefits in its results, both in terms of scope and effectiveness. We believe that this is a great step to understand how online advertising can help increase the primary metric of a publicity campaign. "
Finally, it is interesting to note the outcome of Zenith Optimedia Media under which the business of digital marketing Western Europe can be increased by 24.8%, from 1,060 million dollars in revenue for 2003, to 1.323 million for 2005 (growth forecast for the whole advertising business in Europe West is estimated at 7.8%, from U.S. $ 69.177 million for 2003, to 74.569 million in 2005).
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