TORONTO, May 5 /CNW/ - The Interactive Advertising Bureau of Canada (www.iabcanada.com) today released results from its most recent CMOST (Cross-Media
Optimization Study) programme, detailing how Print + Web Combine To Drive Success For Tetley Red Tea.
Launched eight years ago, IAB Canada's CMOST Research programme, engages
leading Advertisers and Agencies in IAB Canada Publisher-supported
research that is designed to determine how traditional and Interactive
media work - both individually and in combination - to power Advertiser
To date, IAB Canada, in conjunction with various Publishers, Agencies
and Dynamic Logic, has conducted ground-breaking Cross-Media Research
for nine major Canadian Advertisers, including: Molson, RBC Insurance,
General Motors, Canadian Tire, Unilever, AIM Trimark, Kal Tire, Red
Bull, and now, Tetley Tea.
The Tetley Red Tea study is especially important within IAB Canada's
body of CMOST Research, as it represents the first time that Online
media spend (at 61% of the budget), exceeded the spend allocated to the
traditional medium (Magazine, at 39% of the budget).
The unique and synergistic benefits of adding Online advertising to
Advertisers' media plans are numerous, and have been proven in all nine of IAB Canada Cross-Media Optimization Studies - still, the key to unlocking the full potential of Online advertising lies in
getting Online ad creative right.
By following long-established Online ad creative best practices
including proper sizing and prominent placement of the brand logos,
product messaging and calls-to-action - on ALL frames - of Static, Rich
Media and Video ads, Online's branding potential can be released.
In this study, exposure to Online-only, Print-only and Print+Online advertising all
contributed to the total impact of Tetley Red Tea advertising against the target group, with:
Print-only and Print+Online best able to drive UPPER Funnel Metrics (Awareness, Message Association).
Online-only and Print+Online best able to drive LOWER Funnel Metrics (Attribute Agreement, Brand Favourability, Intent To Purchase).
Online Reach and Contextual Website ad placements impacted the target
audience differently, and at various stages of the purchase funnel.
Reach Websites exposed the ads to an audience less familiar with Tetley Tea and
consequently generated more Awareness for Tetley and the Red Tea line among this group.
Contextual Websites enhanced consumers' ability to correctly Associate
The Brand Message with Tetley Red Tea.
"This study is an important step forward in our exploration of campaigns
integrating Online," says Jeanne Northcote, Managing Director at Mediacom. "We have suspected a
multiplier effect between traditional and digital media similar to that
experienced in traditional media mixes, and it is now supported by
research. The CMOST Study also explored the impact of individual and
combined communication channel efforts at different points in the
purchase funnel and against different product usage segments of the
target population. This in-depth analysis will allow us to apply
learning against specific business goals for better communication plans
and ROI in the future."
Steve Rosenblum, Research Director, IAB Canada agrees and adds: "As more
and more marketers become familiar with the Web's direct response
capabilities, it's important to remember that since the dawn of
advertising, branding has also been a key driver of results. In each
of the nine CMOST studies IAB Canada has conducted -- and across the
thousands of similar cross-media research studies that Dynamic Logic
has conducted -- all of the results profiled occurred without a single
click being needed. As well, as per this study and in each of IAB
Canada's eight CMOST studies before it, both the synergistic power and
cost effectiveness of using Online in combination with traditional
media are evident."
Download IAB Canada's Tetley Red Tea CMOST Study NOW!
NOTE: IAB Canada Members can access the full, 24-page, Detailed Tetley
Red Tea CMOST Report from within the Knowledge Centre (under "O" - "Optimal Media Mix / Mix média optimal"), at IABCanada.com.
To apply to be considered for inclusion within IAB Canada's CMOST
Research programme, please Contact Us!
The Interactive Advertising Bureau of Canada (www.iabcanada.com), is the national voice and de facto thought leader of the Canadian
Interactive marketing and advertising industry, and is a not-for-profit
association representing Canada's most well-known and respected
Advertisers, Agencies, Media Companies, Service Associates, Educational
Institutions and Government Associations.
SOURCE Interactive Advertising Bureau of Canada
For further information:
For more information about IAB Canada, contact: Paula Gignac, President, IAB Canada at (416) 598-3400 (ext. 26), or via the Contact Us! form at www.iabcanada.com.