Leo Burnett - Cultural Fuel

While not an industry first, BVDW (Bundesverband Digiale Wirtschaft, Germany’s Digital Economy Association) have published fresh data on the interplay of search- and TV-advertising. According to this study, running search ads in tandem with TVCs

• increases unaided brand awareness by 42 %
• improves brand image by 28 %
• improves effectiveness (regarding relevance and recommendation) by 44 %
• increases contact duration by almost 50 %
• increases clickthrough in search ads by almost 50 %.

But is this relevant? After all, people in the study were made to search after they watched… The key is parallel usage. According to a recent eiaa study (Media Multi-Tasking 2009), 22 % of Europeans are using TV and internet simultaneously. That’s a 38 % rise over 2006. Media multi-tasking is the missing link that alleviates the media discontinuity of traditional advertising. The checkout may be a click away from your award-winning banner ad, but the TV is still a long way away from the shelf. Pairing ATL with SEM shortens this gap and picks up a fifth European TV watchers in the flow of their media usage. And according to the eiaa-study, media multi-taskers are twice as likely to buy online as single-purpose users.

Download the BVDW-study “TV-Werbung: Niemals ohne Suche” here.

Because, after all, if you don’t own the search results while your ad runs, your media spendings directly benefit the competitor who did invest in search.

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