In advertising, traditional or digital should not be an either/or but instead part of a complementary package to increase conversion rates, new research from Videology is suggesting.
Aiming to determine optimal media mix modelling for television/online video campaigns to drive specific consumer outcomes, including purchase intent and ad recall, the digital advertising platform and solutions provider’s survey found that action conversion increased 40% for consumers exposed to both television and online video.
The data revealed that an optimal frequency mix of 7-9X on television and 7-9X on digital video drove the highest overall conversion rate of all combinations. Those exposed in the 7-9X frequency range for both television and digital video saw a 230% lift in action conversion compared to the control group. Such action conversion included actions beyond a simple click through, such as searching for a retail location, building a product profile, downloading a coupon, or other actions that suggest intent to purchase a brand's product or service.
The survey also found that even though ad recall topped at 54% for TV-only campaigns and 59% for video-only campaigns, there was 64% ad recall for TV & online video campaigns. It also found that TV frequency alone does not specifically correlate to action conversion, and that those exposed to an ad online first are more likely to take action.
"The power to plan media seamlessly across television and online video is extremely important to the development of our industry," said Scott Ferber, chairman and CEO, Videology, commenting on the research findings. "The more data that we can aggregate to show the complementary relationship between these two media, the better able we are to produce and verify outcomes for advertisers — and that's really what video's growth hinges upon."