NEW YORK Advertising on multiple platforms results in a significant increase in a campaign's conversion rate measured by the percentage of consumers who actually purchase the product or service being advertised, according to new research by Integrated Media Measurement Inc.
The research, "Understanding the True Value of Multi-Platform Advertising," also found that increased frequency yields better conversion rates.
"Until now, the value of a multi-platform advertising campaign was thought to be just an increase in reach," said Amanda Welsh, head of research of IMMI. "This new data shows the increase in reach is real, but the impact of advertising on multiple platforms on conversion and getting consumers to engage in the target behavior is potentially more important," she said.
Most surprising, perhaps, was the consistency of the findings: "We had a variety of campaigns that we could evaluate, and across the board we found there was an increased rate of conversion among those people who had seen ads in more than one place," she said.
Non-television platforms tend to offer more targeting opportunities. "When we looked at the conversion rate among certain demographics, we found there was a higher level among those who had been on the multi-platform exposure group," Welsh said.
Among the findings, the research indicated that consumers exposed to television ads for five movies had an average conversion rate of 5.52 percent, while consumers exposed to ads on TV in addition to at least one other platform had an average conversion rate of 13.52 percent, representing a 245 percent increase.
The research was conducted over an 18-month period among 3,000 of IMMI's panel members. The data was collected via cellphone-based software that converts acoustics into codes that are then transferred over the phone's data network.
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