Television Advertising Memorability Increases When Online Ads are Part of the Media Mix, According to Online Publishers Association Research.Business Editors NOTE TO MEDIA: Graph is available in a Smart News Release(TM) on Business Wire's Home Page at www.businesswire.com and at www.newstream.com NEW YORK--(BUSINESS WIRE)--April 11, 2002 The Online Publishers Association (OPA OPA: see Office of Price Administration. ) announced today the results of a media mix study undertaken with Millward Brown Millward Brown is a market research company,[2] with its headquarters based in the UK. Millward Brown was the first company to provide continuous tracking studies, and has researched more ads and more brands than any other research company. IntelliQuest in February 2002. The study tested recall and memorability of online and television advertising - each alone and in combination - following a single exposure to the ad creative. The study concluded that there is a positive, synergistic effect Synergistic effect A violation of value-additivity in that the value of a combination is greater than the sum of the individual values. when TV and online advertising are used in combination. In a test of day-after ad recall, those who had been exposed to both the TV and the online ads were significantly more likely to remember the TV ad than those who were exposed only to the TV ad (32% vs. 23%). Advertising for the United States Air Force United States Air Force (USAF) Major component of the U.S. military organization, with primary responsibility for air warfare, air defense, and military space research. It also provides air services in coordination with the other military branches. U.S. , created by GSD&M of Austin, Texas, was used for the test. The online advertising appeared as a sponsorship on the ESPN.com Web site, and the TV advertising ran during an episode of the ABC television ABC Television may refer to:
The study also found that day-after awareness of online Air Force advertising was significantly higher among those who had been exposed to the online ads (38%) compared to the control group (21%). Further, day-after recall of the specific online creative was more than double that of the control group (65% vs. 30%), and even higher (78%) for those who had also seen the ad on TV. "This research shows how powerful the 'brick and click' combination of online and TV can be for marketers," said Michael Zimbalist, executive director of the Online Publishers Association. "TV advertisers who aren't currently including online in their media plans are missing an opportunity to boost the overall effectiveness of their campaigns." Jill Otto Otto, Austrian archduke Otto: see Hapsburg, Otto von. , group media director at GSD&M on the Air Force account, said: "This research gives us confidence that including online in the media mix can help further the brand goals of our clients." The research was conducted via the Lightspeed online panel developed by Lightspeed Research, matching demographics The attributes of people in a particular geographic area. Used for marketing purposes, population, ethnic origins, religion, spoken language, income and age range are examples of demographic data. to the GSD&M Air Force target. The study utilized four distinct cells with stringent qualifications. The four cells comprised online ad exposed, television ad exposed, both television and online ad exposed and a control group. A more detailed summary of findings from this study is available at the Online Publishers Association Web site at www.online-publishers.org. About Millward Brown IntelliQuest Millward Brown IntelliQuest is the technology research center of the Millward Brown Group. A leading provider of marketing research to technology companies and Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the marketers, Millward Brown IntelliQuest provides marketing research services enabling clients to understand and improve the strategic position of their brands, products, media or channels. It offers custom research solutions, market and brand tracking, media research and business-to-business online marketplace tracking. Millward Brown is a member of The Kantar Group The Kantar Group (TKG), based in Fairfield, Connecticut, and London, was founded in 1993 as the Information and Consultancy Division of WPP Group plc, a London-based public company. Eric Salama is the current chairman and Chief Executive Officer of TKG. , the research and consultancy arm of WPP Group WPP Group plc (LSE: WPP) (NASDAQ: WPPGY), based in London, United Kingdom, is one of the world's largest communications services groups (and one of the big six advertising holding companies, the others being Omnicom, Interpublic, Publicis, Dentsu and Havas) employing . About the Online Publishers Association Founded in June 2001, the Online Publishers Association (OPA) is an industry trade organization whose mission is to advance the interests of high-quality online publishers before the advertising community, the press, the government and the public. Members of OPA represent the highest standards in Internet publishing with respect to editorial quality and integrity, credibility and accountability. OPA member sites have a combined, unduplicated reach of 58.8 million visitors, or 53.9% of the total Web audience. (Source: Jupiter Media Metrix, February 2002). For more information about the Online Publishers Association, visit www.online-publishers.org. Note: A Photo is available at URL URL in full Uniform Resource Locator Address of a resource on the Internet. The resource can be any type of file stored on a server, such as a Web page, a text file, a graphics file, or an application program. : http://www.businesswire.com/cgi-bin/photo.cgi?pw.041102/bb4 This press release may be found at http://www.online-publishers.org. |
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