It’s no secret that we are big believers in TV advertising. And as self-professed technology geeks, we also love the power of the Internet and online advertising. And as we have watched the explosive growth of online advertising, we have also seen the tensions between the two media grow. But recent research from Nielsen, reported by eMarketer confirms our belief that not only can the two media live peacefully, but when used together their effectiveness increases.
Specifically, Nielsen found that when a group of consumers were asked if they viewed a TV ad for a sports sedan, 50% recalled seeing it. Another group was shown the same ad across multiple screens (TV, computer, mobile phone and tablet), and when asked if they recalled seeing it, 74% said yes, 48% higher than just TV alone.
We think this reinforces the need for a well thought-out media campaign across multiple platforms.
Of course you should take a few factors into consideration when developing your media plan including:
- Using media consumption research to identify what media should be included in the mix.
- Testing different media mixes in different markets to be able to optimize the mix.
- Capitalize on the strengths of each medium when developing creative executions to harness the best results.
- Add in social media integration.
We’ve seen the success our clients have realized through an optimized media plan. And we’d love to hear your thoughts as well, whether you agree with us or not.