The Effectiveness of Combining Online and Print Advertisements: Is the Whole Better than the Individual Parts?

Lea M. Wakolbinger and Michaela Denk
University of Vienna

Klaus Oberecker
MindTake New Media Consulting GmbH


With the emergence of the internet, online advertising has received strong interest from both researchers and practitioners. Whereas advertising in newspapers has been a well-established practice for more than 100 years, online advertising activities first started in 1994 (DoubleClick, 2005). Some 15 years later, digital advertising now is an integral part of the global advertising market.

Some quantitative proof: Revenues of U.S. online advertising sellers equaled $23.4 billion for the full year of 2008, a 10.6 percent increase from 2007 (Interactive Advertising Bureau, 2009). For the year 2012, JupiterResearch (2007) predicted $34.5 billion in U.S. online advertising spending. A similar trend of online advertising can also be observed in Europe. In the United Kingdom, for instance, internet advertising reached a market share of 19.2 percent in 2008 (compared to 15.5 percent in 2007) even as the entire advertising industry experienced a decline (Internet Advertising Bureau, 2009). Online advertising in Germany amounted to a 14.8 percent share of the advertising market in 2008, with high potential for future growth (Online Vermarkterkreis im Bundesver-band Digitale Wirtschaft, 2009). Recent investments of traditional publishing houses (e.g., News Corporation, Georg von Holtzbrinck) in online media also confirm this trend: the online channel is becoming more and more important.