TV & online ads: more effective when

seen togetherA recent study shows that, when TV & online ads are shown concurrently,

the average uplift across all brand metrics is +18%

Contents

Introduction 3

Internet and TV usage 4

Internet and TV work together 5/6

Ads more effective when seen at the same time 6/7

TV and online ads generate uplift across all brand metrics 7

Key points for Goldbach Media 8

2

Introduction

In order to understand better the concurrent use of TV and Internet, the Internet Advertising Bureau (IAB) and Thinkbox

commissioned a study on the relationship between Internet and TV and the linking of advertising on both media. The

study was carried out in England in the middle of 2008 and confirms, in an innovative manner, the strategic orientation

of a multimedia, electronic media marketer such as Goldbach Media. Goldbach Media has been a member of the IAB

board since the end of 2008 and is in favour of repeating this novel form of impact study in Europe’s German-speaking

countries.

Overall objectives

Two important overall objectives of the study were:

1. To establish how and why TV and Internet work well together

2. To understand how rich media extensions of TV campaigns affect decisions and vice versa

Methodology

Qualitative exploration:

– Online diary of TV and Internet consumption of 10 households (each household member)

Quantitative Corroboration:

– 3,011 online interviews;

– Nationally representative (U.K.): gender, age, social class, region (weighted)

– All were 16-54 years old

– All were medium-to-heavy users of the Internet and TV viewers

– All had broadband and digital TV

– Each person looked at one sample campaign such as Honda or Cadbury

3

Internet and TV usageUsing Internet and TV together is becoming more common

Internet use really is concurrent with TV viewing

– Half of the respondents use together every day

– For activities whilst TV is on, this is second only to eating

– More online chat, music, games, sports: relaxed usage

– Internet usage genuinely during TV programmes

– The balance of attention will often fluctuate, depending on content

Source: IAB/Thinkbox, U.K. Base: All adults (3,011 weighted) Q5 / Those using both together (1,934 weighted) Q6a

Source: IAB/Thinkbox, U.K. Base: All who use both together (1,934 weighted); Q6b

TV behaviour whilst using the Internet

At least once a day

At least once a week

Less often

No

36 %

3 %

14 %

47 %

0 20 40 60 80 100

81 %

10 %

5 %

3 %

Use the Internet while a TV programme is running

Use the Internet mainly just during TV ad breaks

Wait until the TV programme you were really watching finishes before using Internet

Pause the programme you are watching to use Internet, and resume programme afterwards

(Significantly more men than women)

(Significantly more older individuals)

4

Internet and TV work togetherBoth can fulfil a role across all stages from consideration to purchase, although often the relationship flows from TV

to online.

TV and online ads can trigger offline or online search & purchase

Source: IAB/Thinkbox, U.K. Base: All adults (3,011 weighted); Q35a/b 5

Looked in shop for brand 19% 41% **

Remembered brand when considering buying 18% 37%

Visited brand’s website to find out more 23% * 36%

Talked to someone about brand 14% 32% **

Used comparison/review site 19% * 28%

Searched net for where to buy brand 19% * 28%

Bought brand online 14% 21%

Immediately searched net for more information 16% * 20%

Searched for competitors 11% 13%

Blogs and forums to discuss 4% 4%

Online adsAny of these responses

= 52%

TV adsAny of these responses

= 75%

% agree they have responded to ads in this way

* Given that most figures are lower for online ads, these online search responses are relatively strong

(and stronger than the offline responses)

** TV ads are more likely to have triggered offline responses than online ads

Consideration and purchase

Exposure to online ad before TV ad: 59% said more likely to notice

TV ad prompts online search 57%

TV ad leads to online purchase 21%

Exposure to TV ad before online ad: 66% said more likely to notice

TV broadcast content leads to online search/purchase

Search for TV ad online 60%

Online sharing of TV ads Registering on website

Source: IAB/Thinkbox, U.K.

Online Ads TV Ads

Shop (offline) retailer 42% 70% **

Website of well-known shop 49% * 47%

eBay/other auction site 47% * 38%

Brand’s website 30% 26%

Internet–only shop 32% * 25%

Internet–only shop you found 25% 15% through price comparison website

TV ads more likely to trigger offline purchase

Source: IAB/Thinkbox, U.K. Base: Those who have purchased as result of seeing ads (1,743/2,297 weighted); Q37b

Ads more effective when seen at the same time

Concurrent TV and online ads create standout effect and familiarity…

Source: IAB/Thinkbox, U.K. Base: All adults 16–54 (3,011 weighted)

* Given that most figures are lower for online ads, these online channels are relatively stronger than for TV ads

** TV ads are more likely to have triggered offline purchases

48 **

67 *

3339 **

63 *

29

7177 **

53

I am familiar with this brand

* Significantly higher

** Significantly different to group who have seen neither TV nor online ad

% agree Seen on TV only or online only Seen both Seen neither on TV nor online

I feel like I know this brand really well Brand offers something unique

44% 37% 65%Agreement amongst whole sample

% who have purchased from this channel, as a result of seeing ads

6

7

…as well as harder metrics such as purchase

% agree: «I am likely to buy/use this brand in the future»

Seen on TV only or online only Seen both Seen neither on TV nor online

Total FMCG Cars Finance

Know brand really well 19% 8% 17% 14%

Unique 24% 13% 27% 21%

Relevant to me 16% 9% 23% 14%

Likely to buy/use 21% 8% 26% 20%

Likely to try 16% 13% – 20%

Place on shortlist for consideration 14% 18% 25% 2%

I will switch 17% 19% – 18%

Likely to purchase more frequently 16% 16% – –

Average 18% 13% 25% 16%

TV + online ads = an extra 18 percentage points on brand metrics

Source: IAB/Thinkbox, U.K. Base: All adults (3,011 weighted); main shoppers 16-34 (1,002); Decision makers 25–54 (1,005/1,004)

TV and online ads generate uplift across all brand metrics

Uplifts in brand perception

Source: IAB/Thinkbox, U.K. Base: Adults 16-34, main shoppers (1,004)

* Significantly higher

** Significantly different to group who have seen neither TV nor online ad

25 **

45 *

1925 **

51 *

18

69 **

77 **

56

FMCG category averageFinance category average Car category average

+ 20% points + 26% points + 8% pointsUplift among those exposed to both TV + online ads

Goldbach Media AG, Medienstelle Paul Riesen, Seestrasse 39, Postfach, CH-8700 Küsnacht-Zurich,

T +41 44 914 91 00, F +41 44 914 93 60, www.goldbachmedia.com

Key points for Goldbach Media

61% of respondents watch TV whilst using the Internet on a regular (weekly) basis. 81% of these people use the Inter-

net not just mainly during TV ad breaks, but while a TV programme is running.

Purchase consideration rose an average of 21% points by exposure to advertising both on TV and online, rather than

just one of these media.

When TV and online ads are shown concurrently, the average uplift across all brand metrics for all tested categories such

as finance and food was +18% points.

Comment:

Good news for the advertising industry. Parallel usage does not influence the attention paid to ads, but extends

the coverage.

Comment:

Good news for the advertisers. Purchasing intent – as the main goal of all media campaigns – can easily grow

when TV and Internet are ideally combined.

Comment:

Good news for Goldbach Media. With TV and Internet as a one-stop service in Switzerland and Austria, Goldbach

Media can give its customers the necessary extra uplift by using both media in parallel.