Study: Online Ads Expand Reach and Coverage

NEW YORK Optimal results are achieved when online advertising represents 10-15 percent of a marketing budget, according to a recent study commissioned by the Interactive Advertising Bureau.

The Cross Media Optimization Study, conducted by Rex Briggs of Marketing Evolution and research firm Dynamic Logic, examined online media’s place in the overall marketing plan for Kleenex Soft Pack tissues and Colgate Total Toothpaste.

The study also found that adding online advertising to the mix expands reach and coverage, and boosting online allocation produces better results.

In the case of Colgate-Palmolive’s Colgate Total Toothpaste, dedicating 11 percent of the overall budget to online advertising generated an increase in purchase intent to 4.3 percent. That compares to a 3.4 percent rise when offline media is unaccompanied by online. The data also indicated that it costs 23 percent more to encourage consumers to purchase using TV alone versus using TV in combination with online.

Findings from Kimberly-Clark’s Kleenex Soft Pack campaign demonstrated online advertising’s ability to supplement television’s reach and coverage to consumers who are normally hard to reach. When targeting those not reached or lightly covered by TV, the combination of online and magazine advertising proved most effective for increasing aided brand awareness, brand image, purchase intent and bundled trial intent.

The Colgate and Kleenex studies are the latest in a series commissioned by the IAB. Other marketers that have participated in the cross-media research include McDonald’s and Unilever. In October, an IAB study found that online advertising in combination with offline significantly increased the product image of McDonald’s Grilled Chicken Flatbread Sandwich over offline advertising online [IQ Daily Briefing, Oct. 29, 2002].