A new report from CNN International has found that consumers respond best to multi-platform advertising which combine the best of traditional and online advertising.
Cross-platform advertising offers marketers the best of both worlds, combing the conventional clout of television with the effervescent buzz of digital media online. The most effective advertising campaigns according to CNN are those that can yoke the strength from both platforms to encourage people to buy into the brand.
CNN’s Cross-platform Advertising Study on Effectiveness and Engagement (CASE) involved a dual monitoring of market penetration through a comprehensive online survey and biometric assessments. Candidates were asked to wear a “smart vest” to monitor their heart rate, respiratory rate and body movement during a television screening.
The report showed a high cross over between the two media platforms. Adverts with a call to action have enjoyed success by promoting a teaser on television with a follow up advertisement online.
The results from the scientific investigation found that advertising breaks increased engagement in viewers by up to 10 per cent. Contrary to popular belief, consumers do not switch off during when their programmes are interrupted by advertisements. The study also introduced eye-tracking technology which found that viewers responded well to video content on websites, taking between 66 to 80 per cent of their attention.
According to CNN International’s senior vice president of research, Didier Mormesse, with a combined TV and online advertising approach: “an advertiser can markedly increase campaign recall, leading to positive shift in brand attitudes,” reported bizcommunity.com.
Television adverts in isolation had a 20 per cent chance of being recalled by viewers, but with the addition of internet advertising or mobile marketing, this figure rose to 33 per cent.