A 28% increase in the response to your TV commercial could mean the difference between failure and success. It’s too important to ignore. And the opportunity to grab hold of this advantage has been created by a fuzzy new vista called the ‘cross-media landscape’.

For the last five years, the online and TV worlds have been converging. People are watching as much online video as they watch TV. ISPs offer streaming TV and movies on demand. TV, through Pay TV and free-to-air digital, now offers a huge range of channels and pay-to-view movies. The boundaries between online and offline programming are irrevocably blurred.

Now, when people are exposed to your commercial, it doesn’t matter to them whether it’s online or on TV, they’re used to seeing advertising in both places. If your product or offer interests them, they’ll Google or click through to find out more. And if you have your online marketing ducks in a row, you’ll capture those fresh new leads in your online marketing funnel.

But there’s something else at work here too. Researchers are very aware that a campaign which runs on TV and online will work much better, in terms of brand awareness and response, than a campaign which runs only on TV or only online. It’s synergy.

Consumers see your ad in their TV world and then see it again in their online world. And they assume your product must be damned good – possibly the best in its category – because your advertising appears to be absolutely everywhere!

The synergistic effect of online and TV is often the difference between a marketer and a market leader.

Consumers who were exposed to one ad on TV and one ad online were 28 percent more likely to visit the brand’s website than those exposed to one ad on TV alone. In fact, the impact of two exposures – one on TV and one in digital – was almost as high as the impact of two exposures, both on the TV platform.

Source: comScore Inc. Surviving the Upfronts in a Cross-Media World. 2013

Banner ads increase brand recognition and intention to purchase, even when the user does not click on the banner to access the brand’s Web site

(Briggs and Hollis 1997; Manchanda et al. 2006). Source: http://jiad.org/article106

 

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