IAB study: TV and online reinforce each other's advertising impact
Simultaneous advertising presence on TV and the Internet increases efficiency: the purchase intention for a product increases by more than 50 percent when the two media are used in combination. This is the result of a study recently conducted on behalf of the Internet Advertising Bureau (IAB) and Thinkbox.
Simultaneous advertising presence on TV and the Internet increases efficiency: the purchase intention for a product increases by more than 50 percent when the two media are used in combination. This is the result of a study recently conducted on behalf of the Internet Advertising Bureau (IAB) and Thinkbox.
According to the study, advertising shown on television very often leads to a search for information and a purchase on the internet. In addition, TV advertising significantly increases the click rate of online advertising, which in turn triggers internet searches for the product and a purchase on the internet. Online advertising thus serves as a direct order and purchase channel without media discontinuity. Conversely, online advertising can also bring previous TV advertising to mind.
The Goldbach Media Group, which recently joined the board of IAB Europe, sees the study as confirmation of this: The marketing of electronic media under one umbrella of expertise sustainably increases efficiency. The results of the studies confirm that Goldbach Media's multimedia offering brings synergies for customers and that the efficiency of the advertising franc can be significantly increased, Martin Radelfinger, IAB Europe Board Member and member of the Goldbach Media Executive Board, is quoted in the press release.
According to the study, advertising shown on television very often leads to a search for information and a purchase on the internet. In addition, TV advertising significantly increases the click rate of online advertising, which in turn triggers internet searches for the product and a purchase on the internet. Online advertising thus serves as a direct order and purchase channel without media discontinuity. Conversely, online advertising can also bring previous TV advertising to mind.
The Goldbach Media Group, which recently joined the board of IAB Europe, sees the study as confirmation of this: The marketing of electronic media under one umbrella of expertise sustainably increases efficiency. The results of the studies confirm that Goldbach Media's multimedia offering brings synergies for customers and that the efficiency of the advertising franc can be significantly increased, Martin Radelfinger, IAB Europe Board Member and member of the Goldbach Media Executive Board, is quoted in the press release.
