Online Research in Advertisement Effectiveness

Together with the international advertising network GroupM and its subsidiary Xaxis we continuously survey the effectiveness of TV and online advertising campaigns.

Meanwhile advertising films are not only distributed via TV or cinema. They also aim to reach target groups online in the form of pre-rolls, mid-rolls or interstitials. The idea is to raise brand awareness and advertising recall through a cross-media spreading of messages via different advertising vehicles. Exemplified by two advertising campaigns we examined, whether a view exposures on different advertising vehicles are more effective than many exposures on only one advertising vehicle. 

Therefore, in a first step, we captured awareness and evaluation of the two test brands and brands from the same range among about 13,500 participants of an online panel. After the campaigns started, we measured their advertising exposures online employing a tracking system. Additionally we asked for potential exposures to the advertising films on TV. These data we projected by the AGF audience ratings. This happened in the second survey wave about three weeks after the campaigns started. Again, participants were asked for brand awareness, brand evaluation, and advertising recall. The results showed that television advertising has the highest impact. But to some extend combined exposures to television and online advertisements lead to better effects than TV advertisement by itself.

Subsequently to these two big studies we are continuously performing further research in advertisement effectiveness. We aim to develop an instrument for measuring the performance of different online campaigns validly, reliably, and with little effort.