International TV- and 360° producers know it by heart, now Thinkbox and IAB proof it to be true for advertising as well:
- TV & online work best together,
- TV & online are used mainly for entertainment (TV 80%; online 56%)
In their actual research Thinkbox and the Internet Advertising Bureau (IAB) show that using TV and online together in advertising campaigns is significantly more effective for advertisers than using either in isolation. Their combined use produces major benefits for advertisers, including dramatically increased positive brand perception amongst consumers – some 50% higher – as well as significantly greater likelihood of purchase.
The Thinkbox/IAB survey focused specifically on ‘digital consumers’; people who own a digital TV and use broadband internet, and are medium to heavy users of each (about 25 % of population).
- 64% of the sample said they sometimes watch TV while using the internet, while 48% said they did this most days
- Using TV and online together results in 47% more positivity about a brand than using either in isolation
- The likelihood of buying or using a product increases by more than 50% when TV and online are used together
- Two thirds of the sample have watched TV via online providers, mainly 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 (TV 75%; online 52%)
TV and Online campaigns need to have a consistent theme/message
- The strength of each media need to be maximised:
> TV – excitement and impact,
> Online – interaction and personalised engagement.
- Needs to be a high level of visual synergy.
- Rather than use online as a reach extension medium, it be used to target those who have seen the TV advertising to extend the message of the campaign.
