Measuring the complementary effects of online and offline media

Advertisers are increasingly integrating Internet advertising into their branding campaigns and engaging in research to help them understand how online and offline can be combined to create synergistic effects.

Measuring the Complementary Effects of Online and Offline Media

Michele MadanskyYahoo!, United States

Jeffrey GrahamResearch Development, Dynamic Logic, United States

INTRODUCTION

Over the past several decades, various methodologies have been developed and employed to measure advertising effects. These methods, such as telephone tracking and media mix modeling, can account for advertising activity at high thresholds of spending and reach. However, as new advertising channels emerge, such as the Internet, advertisers are finding that they need new methods to adequately measure vehicles that have a relatively low reach and spend, but may present opportunities to achieve significant branding effects....

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