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Tv And Online Ads Work Best Together To Boost Recall
08 Jun 2010 Posted by Market and Main Media
TV or online? Online or TV? Which is best for boosting ad and message recall? A recent analysis of Nielsen IAG data by Yahoo! concludes that neither TV nor online advertising alone work as well as a combination of the two. In fact, using both media for ads doubles the effectiveness of your campaign.
Nielsen’s data show that brand recall for ads seen only on TV was 21% while ads seen on both TV and online yielded twice as much brand recall (42%). Likewise, when TV and online ads were combined, message recall jumped to 32% from a mere 14% with TV only ads. Frequency of viewing online ads only strengthened TV brand recall. Viewers who saw just one online ad before viewing the TV ad increased their brand recall by 18%. Viewers who saw an online ad 20 or more times before viewing the TV ad increased their brand recall by more than 50%.
To determine the optimal balance between TV and online spending, Yahoo! developed test cases for brands in the CPG, auto, entertainment and retail sectors using Nielsen data. Yahoo! concluded that “a 10% to 15% shift from TV to online increased reach and significantly lowered cost per point (CPP).”
This is welcome news for advertisers as it becomes more costly to advertise on TV and as consumers’ media viewing options greatly. In just eight years (from 2000 to 2008), the TV cost per thousand per household rose from $14 to $26. Meanwhile, TV viewing has remained flat for the past 5 years (2004 – 2009) and online Internet participation grew by 117%.
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Earned Media Earns Its Stripes
11 May 2010 Posted by Market and Main Media
Working together, Nielsen and Facebook have uncovered a clear link between home-page ads on Facebook and an increase in ad recall, awareness and purchase intent when the ads mention “friends” who have become fans of the brand. Typical home page ads without mention of friends’ names boost recall by an average of 10%, increase brand awareness by 4% and grow purchase intent by 2%. On the other hand, ads that showed the names of friends who were brand fans coincided with 16% better recall and 8% better brand awareness and purchase intent. Furthermore, awareness and recall is even better when the Facebook user’s news feed shows that a friend has become a fan of a brand featured in an ad. In this case of “organic” social advocacy, recall was increased by 30%, brand awareness went up by 13% and purchase intent went up by 8%. The study of 800,000+ Facebook users surveyed them on 14 different brands in a number of categories.
“One major takeaway from the research is that paid and earned media work together in ways that could have implications well beyond Facebook,” concluded Jon Gibbs, VP-media analytics at Nielsen. “The market has been talking very much about how to buy paid media and earn earned media, but there’s been very little attention to the types of hybrid impressions and hybrid experience that blends these two.”
Working together, Nielsen and Facebook have uncovered a clear link between home-page ads on Facebook and an increase in ad recall, awareness and purchase intent when the ads mention “friends” who have become fans of the brand. Typical home page ads without mention of friends’ names boost recall by an average of 10%, increase brand awareness by 4% and grow purchase intent by 2%. On the other hand, ads that showed the names of friends who were brand fans coincided with 16% better recall and 8% better brand awareness and purchase intent. Furthermore, awareness and recall is even better when the Facebook user’s news feed shows that a friend has become a fan of a brand featured in an ad. In this case of “organic” social advocacy, recall was increased by 30%, brand awareness went up by 13% and purchase intent went up by 8%. The study of 800,000+ Facebook users surveyed them on 14 different brands in a number of categories.
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