• by Lynn Russo Whylly , August 21, 2008

Cross-platform marketers reap more conversions

Marketers often work by the rule that if they want to extend their reach to a new audience, a good way to do it is to advertise a single campaign through multiple channels. But recently, a study released by audience measurement firm Integrated Media Measurement Inc. showed that incorporating multiple channels can do a whole lot more good than simply driving extended reach: It can increase ROI. The study, "Understanding the True Value of Multi-Platform Advertising," found that of the 13 primetime TV show ad campaigns studied, six saw conversion lifts with the addition of radio advertising, with one achieving a lift of more than double. In addition, four cable TV programs that combined TV promotion with one other medium all saw conversion lifts. Of movie releases tracked, multi-platform advertising was more successful than single-platform advertising in getting panel members to go out and buy movie tickets. A DVD release generated a 26.4 percent response from panelists who saw both TV and Internet advertising; TV commercials alone generated only 7.2 percent. Consumers exposed to television ads for the four cable shows tracked had an average conversion rate of 4.35 percent; those exposed to ads on television plus at least one other platform had an average conversion rate of 12.38 percent, representing a 285 percent increase in conversion.

When exposed to television ads for the five movies tracked, people had an average conversion rate of 5.52 percent; those exposed to ads on television plus at least one other platform had an average conversion rate of 13.52 percent, representing a 245 percent increase in conversion. 

"The most significant finding of the study was that cross-platform advertising works," says Amanda Welsh, cofounder, interim coo and senior vice president of research for IMMI. "In every case, we found that cross-platform exposure was more potent in driving consumption behavior. Since marketers, when planning campaigns, typically start with TV and then think of other platforms as a way to increase their footprint, this is a fundamentally different way to conceive your campaign effectiveness."

IMMI gives panelists a unique cell phone to carry at all times. The phone automatically picks up and records audio signals from media devices, including television, radio, movie theater trailers, and online audio and video, allowing IMMI to create a holistic view of panelists' multi-platform behavior.

"We have found that, in the past, when it came to watching TV shows, people used the Internet as a fill-in mechanism," explains Tom Fisher, director of research. Recent data, however, shows more consistent use of the Internet for watching TV shows among affluent, highly educated professional women ages 25 to 44.

Doug Brooks, vice president of Marketing Management Analytics (MMA), agrees. "Where we've seen the biggest jump [in results] is when companies move beyond three vehicles - we've found almost one-third more effectiveness across a bunch of clients." He says it doesn't make a difference which four. They are also seeing consistent improvements from the integration of online and offline channels in a single campaign, including traditional media's ability to drive as much as 25 percent of search traffic. MMA also notes increases in integration success among search, display ads and microsites.

"If you have four, five or six channels, you don't suffer from media saturation as quickly," Brooks says. "Spreading it out gives you more bang for your buck."