News & Events

'Use TV and internet together for best results'

Date posted:

9th May 2008

Direct marketing campaigns work more effectively when both television and the internet are used, research has suggested.

Marketers could better use their direct marketing (DM) funds by using television and online campaigns together, rather than in isolation, a study has found.

Research carried out by the Internet Advertising Bureau and media agency Thinkbox found that brand recognition was increased in consumers by as much as 50 per cent when this method was employed.

It was discovered that both mediums are used for entertainment purposes and both can influence consumers on decisions about purchases.

Some 74 per cent of respondents said that television is best for informing them of a brand they hadn't heard of before, while the internet helped people decide which brand is relevant for them in 50 per cent of cases.

"This research shows that TV and online are perfect partners and I would urge advertisers to recognise the greater impact they can have if they use both together. The whole is greater than the sum of the parts," said Tessa Alps, chief executive of Thinkbox.

According to the Office for National Statistics, a digital television service was received by 57 per cent of households with a television in Britain in May 2005. This was up from 43 per cent in April 2003.

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