MAM

New research suggests that Internet can complement traditional advertising media

In a joint presentation to agency and corporate advertising executives, the Advertising Research Foundation (ARF), the Interactive Advertising Bureau (IAB), the MSN network of Internet services from Microsoft and researcher Rex Briggs have announced the results of groundbreaking new research. These validate the importance of online advertising. The exercise, which took a year to compile, examined the relative effectiveness of and synergies between online and traditional media advertising.



The research found that online advertising's share in the media mix can have a significant increase in the effectiveness of an overall advertising campaign. With the support of ARF and IAB methodology, MSN commissioned award-winning researcher Rex Briggs of Marketing Evolution to examine the role the Internet plays in the advertising mix of a consumer package goods brand.



Although recent studies have proven that online advertising is an effective branding medium, the research marks one of the first times online advertising was studied in tandem within an overall advertising campaign and therefore provides more realistic results.



An official release states that until the results of the research, media planners and buyers often were challenged to quantify the benefits of increasing online advertising's share of the media mix. The study is one of the first of its kind to measure the effectiveness of recent advertising campaigns by working with Unilever Home & Personal Care's Dove Nutrium Bar in the real world and in real time.



Briggs conducted the independent, third-party study with Dynamic Logic Inc., a leading independent research firm focused on advertising effectiveness. Unilever, Web Marketing LLC and Mindshare were engaged in the analysis and assisted to ensure that all Dove's online and offline advertising was properly accounted for and carefully tracked.



Here are some of the research conclusions:



1. The research suggests that CPG brands that increase their online advertising may result in increased key metric, such as brand awareness, brand attributes and purchase intent.



2. Higher online frequency boosts branding effectiveness. Specifically increasing the number of online impressions from six impressions to 12 impressions over six weeks can increase Dove Nutrium Bar's overall branding effectiveness by 42 per cent.



The results of this research are considered valuable to the ad fraternity because they demonstrate that the Internet can dramatically improve a brand's ROI on overall marketing when it is a significant part of the overall media mix.



Greg Stuart, president and CEO IAB said: "We believe this landmark research is so important that we have already gotten agreement from the entire IAB board and other members to conduct a Phase II study with more than 15 publishers and six major marketers."



Rex Biggs works with Marketing Evolution. It is a marketing measurement consultancy focused on helping marketers increase overall performance offline and online. MSN claims to attract more than 270 million unique users worldwide per month. It also claims availability in 34 markets and 18 languages. Founded in 1996, the IAB is American industry's leading interactive advertising association and represents companies that sell over 70 percent of online advertising. Founded in 1936, the ARF claims to be the pre-eminent American industry organisation in the field of advertising, marketing and media research.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/haier.jpg?itok=WoNe1L41
Haier India salutes the ‘Silent Performers’ of India with its latest TV commercial

MUMBAI: Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for 10 Consecutive Years*, today announced the launch of its latest TVC based on the recently launched Direct Motion Washing Machine (HW100- DM14876TNZP and HW80-...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/iprospect.jpg?itok=pvXuLyQB
iProspect India launches Voice Assist

MUMBAI: iProspect India, the digital performance agency from the house of Dentsu Aegis Network, has launched iProspect Voice Assist for its clients. In addition to vernacular and video, voice is steadily becoming one of the main drivers in today’s digital ecosystem. Therefore, to provide tech-...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/iab.jpg?itok=2S0cqBMp
IAB Southeast Asia and India enter into exclusive partnership with Comexposium India to bring certified training to ad:tech Mumbai and New Delhi

MUMBAI: The Interactive Advertising Bureau Southeast Asia and India (IAB SEA+India) and Comexposium India have announced their exclusive partnership in India for specialist certified Masterclasses which will feature as part of ad:tech Mumbai and ad:tech New Delhi.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/kantar.jpg?itok=8F3oVQSB
Berlin, Auckland and Moscow lead global mobility, Kantar study finds

MUMBAI: Berlin and Aucklandare the world leaders in urban mobility, according to new analysis from Kantar’s Mobility Futures study. The German capital tops Kantar’s City Mobility index on account of its cost-effective travel and ease of access to a wide variety of public transport infrastructure...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/shopclues.jpg?itok=IilJMF7L
It’s raining Tech Deals & Discounts on ShopClues Maha Diwali Flea Mela

MUMBAI: ShopClues, the online shopping paradise where real Bharat shops, has turned up the heat for Diwali with its ongoing ‘Maha Diwali Mela’ that has lined up some jaw-dropping deals on gadgets, phones and other tech products for its customers. The mega festive sales that are on till October 20,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/bombay.jpg?itok=QMG810J-
Bombay Dyeing and TOI urge India to #TakeBackSleep

MUMBAI: Bombay Dyeing, India’s most trusted brand in Home Décor along with The Times of India, India’s largest English newspaper daily, have joined hands to launch a unique cause called #TakeBackSleep. Launched just before Diwali, #TakeBackSleep highlights the importance of adequate sleep for...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/ease.jpg?itok=6ovN6CiW
EaseMyTrip to Start Plastic Free Diwali Campaign with Free Lounge Offer

MUMBAI: EaseMyTrip (EMT), one of the leading online travel aggregators in India is running a Plastic Free Diwali Campaign from 16th October to 27th October till Diwali-eve. The leading travel company allows exclusive access to its customers at select Airport Lounges at locations like Ahmedabad,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/nisha.jpg?itok=eV0LkjUP
Faber Castell's 'Change the Canvas' gets 200% more responses than last year

While the digital era has disrupted many traditional businesses, stationery, and art & craft facilities are going to grow, Faber Castell India marketing India director Nisha Sara Jose told Indiantelevision.com about the second successful season of its online ‘Change the Canvas’ activity.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/tech_mahindraa.jpg?itok=h0S2jfW0
Tech Mahindra, InMobi collaborate for industry’s first video ad solution for mobile devices

MUMBAI: Tech Mahindra Ltd, a leading provider of digital transformation, consulting and business reengineering services and solutions, announced a collaboration with InMobi, one of the world's leading mobile-focused Marketing Clouds, to offer the industry’s first video advertising solution for...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories