The IAB carried out a year-long study with GfK NOP looking at cross-media campaigns for FMCG brands Lucozade, Starbucks and Nestlé, isolating the impact of online in building brands and increasing reach.
The campaign used TV and online to target 25-40 year old women with children.
- 25% of those who saw the campaign online did not see it on TV
- Online delivered at one quarter the cost of TV
- Combining TV and online provided the greatest uplift in metrics, for example, the online-only campaign delivered a 7.8% uplift in brand awareness; the TV-only campaign delivered a 4.1% uplift; the combined TV and online delivered a 17.1% uplift
- Online was most effective at driving brand awareness but TV was most effective at driving brand favourability and purchase intent on a mass scale, encouraging word of mouth and supermarket searches.