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Market research
News Release from: Dynamic Logic
Edited by the Marketingservicestalk Editorial
Team on 12 October 2007
Media work best together, says research
Dynamic Logic, a Millward Brown company, has released new analysis of 32 cross-media campaigns across ten categories showing clearly that media work best when used together.
All three media platforms looked at in the research - television, magazines and online - contribute incrementally to brand metrics, but at different levels, bringing various strengths at different points along the purchase funnel TV and online's contributions were more apparent during the awareness stages while magazines were stronger at building brand favourability and purchase intent
These findings are consistent with results from an earlier analysis conducted by Dynamic Logic in 2006.
For this analysis, Dynamic Logic isolated the impact of TV advertising, then assessed online's contribution in addition to TV, and finally magazines added to the online and TV combination.
The study compared people who had the opportunity to see only TV advertising with those who had the opportunity to see TV in combination with other media.
For example, online advertising represents the increased impact of online display advertising combined with TV (+3.7 percentage points for aided brand awareness).
The magazine values represent the (positive) change in each metric produced by adding magazine advertising to TV and online using the same approach.
The incremental values from the addition of magazines were very strong, adding most impact further down the purchase funnel with contributions to brand favourability perceptions and purchase intent.
The research made several other key findings.
TV advertising performs the strongest for generating brand awareness; when used in combination with TV, magazine and online each build on the initial awareness impact of TV.
Over the 32 multimedia campaigns looked at, magazines' incremental awareness added nearly as much to the total as TV.
Both magazine and online advertising generate significant lifts when used in conjunction with TV.
TV and magazine advertising produced greater incremental brand and ad awareness gains than online advertising.
Incremental contributions from magazine advertising are strongest for brand favourability and purchase intent.
They double the average persuasion contribution of TV and online combined.
Online is a booster on all key awareness and persuasion metrics.
"Our initial research and learning suggests we may now be able to quantify the synergy of cross-media campaigns", said Suzanne Moorey-Denham, MD, Dynamic Logic Europe.
"We can now examine the question as to whether there are cost efficiencies within certain media combinations that could significantly increase the advertiser's impact, without increasing costs.
"This may now be explored with other research".
The results across studies were aggregated in order to better understand how these media work together to support brand metrics.
The cross-media campaigns used in the analysis had similar media allocation and duplication levels.
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