• by Jack Loechner , Staff Writer @mp_research, February 13, 2004

TV Combined With Online Advertising Provides Greater Impact

For Beyond the Click, Dynamic Logic examined ten studies in which television and online advertising could be isolated. The averaged results yield insight as to the merit of advertising synergy and the relative strengths of the media against specific objectives.

The results of the initial CrossMedia studies indicate that online advertising is an especially effective medium for reinforcing sponsorships to consumers, says Dynamic Logic. Sponsorship Association increased almost 16 points over the levels produced by television advertising alone for those consumers exposed to online advertising.

Television advertising had its strongest individual effect on the three awareness metrics, with a strong showing in Purchase Intent as well. The chart illustrates the average percentage point increase over the control baseline, or those not exposed to any ads.

TV alone increased Aided Brand Awareness by 10 percentage points while online added an additional 5 points to TV's effects. In total, Aided Brand Awareness for those exposed to both TV and Online ads was 15 percentage points higher on average than the unexposed baseline.

Effect of Media On Brand Metrics
Average Percentage Point Increase Over Unexposed Baseline in 10 CrossMedia Campaigns

	Incremental Online	TV Only	Total
Aided Brand Awareness	+5.0	10.1	15.1
Message Association	+7.4	12.5	19.9
Sponsorship Association	+15.7	12.7	28.4
Brand Favorability	+3.1	3.1	6.2
Purchase Intent/Consideration	+0.4	5.0	5.4

Source: CrossMedia Research/AdIndex

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