Marketers are constantly looking for proof that their cross-channel campaigns are working. A new study carried out by Comcast Media 30 with TiVo Research and Analytics (TRA) delivers evidence that multi-screen campaigns reach separate audiences in distinct ways and drive sales long after the campaign ends.
This study included the effects of TV, online display and online video ad exposures on various households and the subsequent purchases of the promoted products. During the period of the ad campaign, the marketer being studied reported a 10% sales increase. The campaign’s impact endured for a period of 20 weeks after the ads ended. During this time, targeted consumers continued to buy more of the product than consumers who didn’t see the ads.
TV’s value as a top influencer was reinforced by this study. At least 2/3 of the increased sales were linked to customers who were new to the product and had seen the TV ads. Analysts believe that between 7–10 TV ad impressions are necessary to drive desired behavior. On the digital front, increased sales came from consumers who were already familiar with the brand. In addition, about 2/3 of digital ad viewers never saw TV ads, a detail that suggests a cross-platform campaign is key to reaching a wider audience. Finally, the study showed that viewers who saw both online and TV ads bought more of the product than the viewers who saw only one form of ad or no ads.
"Technology is putting consumers in control of what, where, when and how they consume content, so it's incumbent upon marketers to go find their audience and aggregate meaningful impressions across multiple video screens," said Andrew Ward, group vice president, national advertising sales, Comcast Media 360.
Have you experimented with cross-channel campaigns? Did you notice a sales spike similar to the one reported in this study?