The aggregate score across all six campaigns was that the proportion of people stating they were likely to buy or use a brand in future was 40% for those who had seen ads in just one medium.
The proportion for those who had seen ads in both media was 61%, giving the combination an uplift of just over half over TV only/online only.
A reliable figure relating to people who just seen ads online could not be obtained because of the small numbers of those people, according to David Brennan, Thinkbox's research and strategy director. He said: "You're talking about 15 to 20 people."
The 40% single medium figure was obtained by merging figures for TV-only and online-only.
Brennan said the research showed media planners that online was best used as a complementary tool, targeting people who have already seen the TV ad rather than trying to extend the campaign's reach to people who have not seen it.
He added, providing a Honda campaign as an example, that it was desirable to have creative synergy between TV and online ads.
"What we've found with online being able to deliver rich media, audio visual, within display, the ads that perform best were the ones where the online had a very clear relationship to the TV advertising but did something different.
"So it's not just a question of using TV online, it's using the characters, the iconic images, the things that people will take from the TV advertising, but doing it in a way that perhaps adds a level of intrigue or something different."
Honda's recent "Problem playground" campaign was effective in this regard, with 50% of people who had seen TV and online ads likely to buy Honda in future compared to 30% of people who had seen TV only/online only.
The campaign, for which Wieden & Kennedy did the TV ads and digital agency Collective created online ads that asked people to solve puzzles, also attracted positive feedback in qualitative research according to Brennan.
.jpg)
.jpg)