Cross Exposure: Online + Traditional = Effective Ads

 

There’s no doubt that most people spend time with multiple screens on a regular basis, and some new research shows airing an ad on both online and television greatly increases its effectiveness.

The Nielsen Company data (via Marketing Charts) shows for direct-to-consumer drug advertising, patients exposed to the ads online and on television were more than twice as likely to ask their doctor about a specific drug than patients who just saw the ad on TV.

This cross exposure was good for brand communication:  Consumers who saw the ads both places had 103 percent greater brand communication than consumers just exposed to the television ad. Ads were also more memorable. Cross-exposed consumers had 100 percent greater memorability than consumers who only saw the ad on TV.

Also on the plus side – these consumers said they’re also open to more online advertising – up to 75 percent more per hour than is currently programmed.