Event reveals TV and online are genuinely complementary media.

Thursday, 8 May 2008

The IAB and the TV trade association, Thinkbox, today unveiled their pioneering collaborative study that reveals how using TV and online together in advertising campaigns is significantly more effective for advertisers than using either in isolation.

Representatives from both trade associations gathered together an invitation only audience at the Soho Hotel for the presentation of the momentous results of the 'TV and online: better together' study.

Conducted by Q Media Research, this is the first such study into the effectiveness of TV and online when used in tandem and the gathered delegates were treated to some striking findings. TV and online when combined produce major benefits for advertisers, including dramatically increased positive brand perception amongst consumers – some 50% higher – as well as significantly greater likelihood of purchase.

Guy Phillipson, chief executive of the IAB, kicked off the event by outlining the importance of this timely research and the benefits of the respective mediums before handing over to Caroline Rushton and James Bryson from Q Media Research. What followed was an in depth presentation of all aspects of the study from the objectives and methodology through to the results of the qualitative and quantitative research.

The key findings can be neatly described as the ‘three 50s’ due to the statistics proximity to the 50% mark. 48% of the sample group watched TV while online, most days, using TV and online together results in 47% more positivity about a brand and the likelihood of buying or using a product increases by more than 50% when the two mediums are used together.

Other key findings from the study include:

• Two thirds of the sample group have watched TV via online providers, primarily as a way to catch-up with broadcast TV and mainly from TV broadcasters’ websites
• Both TV and the internet are used for entertainment (TV, 80%; online 56%) and both have a significant influence on driving purchase (75% and 52%)
• The findings reinforce the need to ensure creative synergy between TV and online advertising and identify best practice for better effectiveness, which requires more than simply putting TV ads online
• Creative approaches should aim to express a central campaign idea but in a way that is tailored to each medium

Before the Q & A session Tess Alps, chief executive of Thinkbox, reiterated the importance of this landmark study and how TV and online are genuinely complementary media that “deserve to be celebrated together.” She implored creative and media agencies to feed the findings of this research into their planning to ensure they are taking their consumers on the “whole journey” - from TVs initial emotional engagement to the rational support online provides to seal the brand building deal.