• by Jack Loechner , Staff Writer @mp_research, August 10, 2005

As viewers continue to overlap their media consumption, one of the strongest crossovers resides in TV/web convergence, allowing marketers to drive viewership simultaneously in both directions, confirmed by a recent Heinrich Marketing Research study.

Clayton Rose, vice president of business development for Internet Broadcasting, says "Millions of loyal TV news viewers at our affiliate stations are ... driven to the sites as prompted by trusted anchors, or by cross-promotional spots. Flow-through is almost immediate..."

The Heinrich consumer study found that TV viewers readily visited the Monster section of the sites because "confidence in the quality of the Monster Career section is enhanced by the connection to the local channel." More than one-quarter of section viewers expressed this confidence because it is located on their trusted local Channel's website. Comments on trust, quality and dependability and security were mentioned as well. The study also indicated that eighty percent of Career Section viewers are likely to respond to a TV advertisement on specific local jobs.

According to Brad Baker, chief product and marketing officer for Monster, "This was a unique way for us to approach our core audience of job seekers on the local level. In addition to introducing our brand name to a wider viewership, the campaign also boosted our credibility by associating Monster with a trusted source -- their favorite local news station."

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