The Complementary Role of TV and Online Advertising

Bill Havlena

How to increase the effectiveness of multiple-media advertising campaigns is a key question for advertisers and agencies alike. Answering this question requires an understanding of each medium's strengths and weaknesses, as well as how they operate synergistically. A key component of Integrated Marketing Communications (IMC) is evaluation and measurability (1, 2). Planning advertising across multiple media necessitates measuring the effectiveness of the media within specific campaigns and developing an understanding of each medium's potential impact.

Dynamic Logic has been engaged in the measurement of advertising effectiveness for cross-media campaigns for over three years. In over 100 campaigns, Dynamic Logic has measured the effect of TV, print, radio, online and out-of-home advertising on brand awareness, perceptions and persuasion. While campaigns differ in terms of media used, product category, objectives and creative executions, the accumulated findings from these studies provide an indication of how the research can be used to understand the role of different media in the mix.