Campaigns that rely on a mix of TV and online achieve a higher impact, according to a study.The "FMCG Multi-Screen 2013" impact study conducted by GfK in May and June 2013 tested how to reach the preferred FMCG (fast moving consumer goods) target group of women aged between 20 and 55 living in German-speaking Switzerland during a field period of four weeks.The associated post-test ran for a period of two weeks after the end of the campaign. The TV and online video ads were delivered as pre-rolls via the Goldbach Video Network and as standard advertising media via the Goldbach Audience display network.Online significantly increases reachThe quantitative trends show that the mix of TV and online within a multi-screen campaign for FMCG products achieves a 6.3 percentage point higher reach ("Incremental Reach" vs. "TV only").The importance of this mix for advertising campaigns is also documented by the fact that almost 20 percent of contacts would not have been reached without online. Due to precise audience targeting, the campaign has twice as many contacts in the defined target group as in the basic population (NET-Metrix).

Reach increases by 6.3 percent with a multi-screen campaign.Image improvement thanks to online videoAn increase in spontaneous advertising recall and a 30 percent increase in unaided brand awareness compared to the control group in the moving image mix of TV and video were significant.In addition, it was proven that online video tends to increase image parameters. Those who perceive display and video advertising media show higher preference, willingness to buy, liking and recall values than people without contact with the FMCG campaign.

Campaigns, which distributed via TV and video are remembered 30 percent more often."Multi-screen advertising works"Alexander Horrolt, Managing Director Goldbach Audience (Switzerland) AG, confirms: "For us, it is important to make the reach and advertising impact of the various screens measurable in combination. Michael Selz, Director Insight & Strategy Omnicom Media Group Schweiz AG, also points out: "This branding campaign was even able to improve the image parameters of the best-known FMCG brand. A significant increase was also achieved in net reach as a further core objective. The results show: Detailed information on the GfK impact study: "FMCG Multi-Screen 2013"

Together with the Zurich media agency OMD, the marketer Goldbach Audience commissioned the market research institute GFK with the study. The evaluation of a broad FMCG (Fast Moving Consumer Goods) campaign clearly confirms that the multi-screen combination of TV and online increases the reach and impact of advertising campaigns.

The quantitative trends show that the mix of TV and online within a multi-screen campaign for FMCG products achieves a 6.3 percent higher reach ("Incremental Reach" versus "TV only"). The importance of this mix for advertising campaigns is also documented by the fact that almost 20 percent of contacts would not have been reached without online. Due to the precise audience targeting, the campaign has twice as many contacts in the defined target group as in the basic population (NET-Metrix).

Increased spontaneous advertising recall and a 30 percent increase in unaided brand awareness compared to the control group in the moving image mix of TV and video were significant. In addition, it could be proven that online video tends to increase the image parameters. Those who perceive display and video advertising media show higher preference, willingness to buy, liking and recall values than people without contact with the FMCG campaign.