Two media vehicles are better than one according to a new study

When budgeting a campaign, it is vital to understand how different media platforms work together to generate awareness and encourage a purchase for a consumer.

A new study conducted by the Nielsen Company concludes that a cross platform media buy with TV and online is more effective than a single platform. The Center for Media Research reports the findings of the study, which was based off a direct to consumer drug advertising campaign.

Apparently, when consumers were exposed to both TV and online advertisements, they were 100% more likely to contact their doctor about the drug than those who only saw the TV ad. In fact, those who saw the ad online and TV in the last seven days were 157% more likely to seek out information from their doctor than those who only saw the online ad.

The study concludes that the combination of broadcast and Internet media is more successful at guiding consumers from awareness to action than a single medium push. This is due to the fact that TV can influence the initial stages of the decision cycle with consumers because it can create interest, bring awareness, and stimulate desire for the product or service. Online follows up TV’s awareness by helping potential consumers in the buying process by providing detailed information that is not commonly found in other media like TV, radio, outdoor, etc.

When budgeting a campaign, it is vital to understand how different media platforms work together to generate awareness and encourage a purchase for a consumer.

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