Cross Media Optimization Studies 1/18/2006 -Research into the role on online advertising in the marketing mix by the Interactive Advertising Bureau.
The Interactive Advertising Bureau, the trade association for the online advertising industry, has conducted research into the role of online advertising in the marketing mix. While these case studies are predominantly B2C they are interesting to all marketers as they show there is definitely an interaction between press and online advertising. The results are based on metrics of marketing campaign carried out by Colgate and Kleenex, and they illustrate that online advertising creates a powerful synergy with other media, notably television and print magazines, to reach more consumers than is conventionally possible. The effect this combination can have is not only to increase of purchase intent for established brands, but also building of brand-awareness during trial periods. Results such as these should be encouraging for companies that look for synergies across their whole marketing effort.
