Optimising cross-channel
interaction for greater
effectiveness
More muscle for
your media

Now in its 7th year of reporting, The Benchmark
Series seeks to challenge common assertions
around what works and doesn’t work in media.
Working with Academia, it identifies how the
various attributes of video advertising deliver
growth for advertisers.
In association with Prof Jana Bowden of
Macquarie University, and Kantar Research,
the 2023 edition of Benchmark investigates how
media work together and how certain media
are crucial for other media to be effective.
The Benchmark Series
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Underpinning this report is…
meta analysis of 179
campaigns
measured using
CrossMedia
methodology
… across
all product
categories
179
Food And Drink
Household Products
Personal Care
Financial Services
Airlines
Car Rentals
Leisure
Telco
Utilities
Small
Medium
Large
Based on
market share
and brand
awareness
… brands
of all sizes
… campaigns
at different
spend levels
Overall
an average
per campaign
spend of
5.3 million
~180K
Survey responses
giving us a robust
framework for
understanding
campaign driven
brand impact
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Media-driven brand impact
Regardless of the communication objective, most ad campaigns have an impact on brand.
However, the size and style of brand impact differs by task, as does the media combinations that drive the best impact.
COMMUNICATIONS TASK
Generally broad reach media
Generally targeted audiences
DEFAULT MEDIA
BRAND FUNNEL
BRAND AWARENESS
Top of mind; buzz; familiarity
BRAND IMAGERY &
ASSOCIATIONS
Features; benefits; quality;
convenience
BRAND MOTIVATIONS
Uniqueness; Meets
Needs; Affinity;
Advocacy; Endorsement
BRAND CONSIDERATION
Intent to buy
Creation of brand awareness
and demand for the product
Consolidating brand imagery,
messaging, consideration
Converting brand
awareness
4

TV delivers strong impact on its own but also sets up other media to perform
The impact each media channel has is a combination of the effect is can generate if it were to run on its own
(solus effect) and the multiplier effect it is has when it runs in combination with other media (interaction effect).
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
Total TV Digital Display Social OOH Print Radio YouTube Other Video
Solus
Interaction
Total TV delivers 2X the solus impact of the 2nd medium
and ranks #1 on delivering the most interaction impact
20% higher than the second medium
All metrics (average across KPIs) – Impact Per Channel
Source: Kantar CrossMedia Database 179 campaigns, Total TV includes BVOD and Linear
5

The contribution that solus vs interaction effects have can then be compared across
channels to provide insight into how they best operate in driving effectiveness
66% 64%
50%
40%
74%
42%
51%
71%
34% 36%
50%
60%
26%
58%
49%
29%
Total TV Digital Display Social OOH Print Radio YouTube Other Video
Solus Interaction
All metrics (average across KPIs) – Share of Impact from Solus vs Interaction
Source: Kantar CrossMedia Database 179 campaigns, Total TV includes BVOD and Linear
Substituting high solus impact channels for these low solus impact channels may lead to weaker effectiveness
outcomes
6

For brand building awareness campaigns, Total TV’s impact is even greater than the
next best channel, and the ratio of impact derived from solus is extreme
0.0%
0.5%
1.0%
1.5%
2.0%
Total TV OOH Total Digital Display Social Radio Print YouTube Other Video
Solus Interaction
Total TV delivers 2.5X the solus impact of the 2nd medium
on awareness and ranks #1 on delivering the most
interaction impact 13% higher than the second medium
Awareness – Impact Per Channel
Source: Kantar CrossMedia Database 179 campaigns, Total TV includes BVOD and Linear
Awareness campaigns can often run on high reach media without needing as much campaign integration
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Awareness – Share of Impact from Solus vs Interaction
The top 2 performing channels for building brand awareness have dramatically
different reliance on other media…
73%
45%
69%
55%
47%
73%
57%
68%
27%
55%
31%
45%
53%
27%
43%
32%
Total TV OOH Total Digital Display Social Radio Print YouTube Other Video
Solus Interaction
Source: Kantar CrossMedia Database 179 campaigns, Total TV includes BVOD and Linear
While OOH is the second best
channel for creating awareness,
its less than half that of Total TV,
and relies heavily on the multiplier effect
of other media to realise its full potential.
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For brand conversion and campaigns designed to drive consideration the best
performing media differ to those that drive awareness. The one constant however, is
Total TV which again generates the strongest impact
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
Total TV Digital Display Social OOH Total Print Radio Other Video YouTube
Total TV delivers 1.8X the solus impact of the 2nd medium
on consideration and ranks #1 on delivering the most
interaction impact 26% higher than the second medium
Consideration – Impact Per Channel
Source: Kantar CrossMedia Database 179 campaigns, Total TV includes BVOD and Linear
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Apart from Total TV, other best performing media for brand conversion (Social, OOH,
Radio) all heavily rely on other media to derive their effectiveness
63% 64%
40% 36%
78%
34%
75%
48%
37% 36%
60% 64%
22%
66%
25%
52%
Total TV Digital Display Social OOH Total Print Radio Other Video YouTube
Consideration – Share of Impact from Solus vs Interaction
Source: Kantar CrossMedia Database 179 campaigns, Total TV includes BVOD and Linear
Regardless of communication objective, campaigns need to ensure the channel mix is not overloaded with synergy-reliant media and
balanced with high reach, standalone channels and complementary synergy touchpoints
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What differences
do we see
based on the
industry sector?

This report includes 4 industry verticals….
Alcohol
Fast Food Retailers
F&D Consumer
Packaged Goods
47 Campaigns
Food and
Drink
Alcohol
Fast Food Retailers
F&D Consumer
Packaged Goods
Personal Care
Household items
75 Campaigns
Consumer
Packaged Goods
Banking
Superannuation
34 Campaigns
Financial
Services
Financial Services
Telco
Utilities
Airlines
Car rentals
47 Campaigns
Services
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AWARENESS
Financial Services Services
CONSIDERATION
Source: Kantar CrossMedia Database, financial services = 34 campaigns, Services = 47 campaigns
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Total TV OOH Social Radio Display YouTube Other
Video
Print
Interaction
Solus
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Total TV OOH Radio Display Social Other
Video
YouTube Print
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Total TV Print OOH Display Social Radio YouTube Other
Video
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Total TV Print OOH Social Radio Display YouTube Other
Video
Sector differences – Finance and Services 1. TV is a strong awareness
and consideration driver for
services ranking #1 on
delivering the most impact.
The ability to build stories at
scale in the absence of
physical product cues is an
advantage of this channel
2. TV delivers a huge amount
of impact on it’s own but also
helps to set up the effects of
other media.
3. Print is the next best
channel for conversion, and
operates with very little need
for campaign interaction to
derive an effect
4. OOH also features strongly
but is reliant on other media
to see its full potential
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AWARENESS
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Total TV OOH Display Radio Social Print YouTube Other
Video
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Total TV Social OOH Display Print Radio YouTube Other
Video
Interaction
Solus
Food and Drink Consumer Packaged Goods
CONSIDERATION
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Radio OOH Total TV Display Social YouTube Other
Video
Print
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Total TV Social Print OOH Radio Display YouTube Other
Video
Source: Kantar CrossMedia Database, Food and Drink = 47 campaigns, Consumer Packaged Good = 75 campaigns
Sector differences – Food/Drink and CPG
1. TV is a strong awareness
driver for F&D and CPG
campaigns ranking #1 on
delivering the most impact
2. TV also plays a key role in
driving consideration particularly
for CPG campaigns. However in
the F&D space we see that
Radio and OOH also work well
as natural medium for impulse
F&D brands and these OTG
categories.
3. Whilst OOH features strong in
the F&D space and Social for
CPG larges shares of their
impact is coming from interaction
effects
4. Driving consideration tends to
require a well executed cross-
channel plan for maximum
success
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What are
the best media combinations
for each industry sector?

FOOD & DRINK
TV is a top contributor for Food and Drink media multipliers – connectedness
with other media is especially crucial for TV in driving consideration
AWARENESS
36% of impact on awareness comes from interaction effects
Top Interaction Contributors
Top Pairings with TV
CONSIDERATION
25%
21%
16%
15%
10%
OOH Total
Total TV
Social
Radio
Digital Display
52% of impact on consideration comes from interaction effects
Top Interaction Contributors
Top Pairings with TV
21%
19%
16%
14%
13%
Radio
OOH Total
Social
Total TV
Digital Display
OOH, Social and YouTube
can amplify Awareness
alongside TV
TV &
OOH
TV &
Social
TV &
YouTube
TV &
Digital
Display
TV &
YouTube
TV &
Radio
TV currently works well
with Digital and Radio to
build consideration but TV
could potentially work
harder with OOH to drive
effects
Source: Kantar CrossMedia Database, 47 campaigns
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CONSUMER PACKAGED GOODS
TV plays a strong role in tandem with other media to drive Awareness and
Consideration in the CPG category, with OOH and Social also playing key roles
AWARENESS
35% of impact on Awareness comes from interaction effects
Top Interaction Contributors
Top Pairings with TV
CONSIDERATION
25%
22%
19%
11%
9%
Total TV
OOH Total
Social
Radio
Digital Display
50% of impact on Consideration comes from interaction effects
Top Interaction Contributors
Top Pairings with TV
21%
19%
18%
12%
12%
Social
TV Total
OOH Total
Radio
YouTube
Source: Kantar CrossMedia Database, 75 campaigns
TV &
OOH
TV &
Social
TV &
YouTube
OOH, Social & YouTube
act as the most prominent
reinforcers of Awareness
with TV
TV &
Print
TV &
Social
TV &
Digital
Display
Print and Digital channels
complement TV best to
drive Consideration
17

SERVICES
For services in general, TV again tops media interaction impacts – OOH, Radio,
and Digital channels also aid multiplier effects
AWARENESS
37% of impact on Awareness comes from interaction effects
Top Interaction Contributors
Top Pairings with TV
CONSIDERATION
27%
20%
17%
15%
11%
Total TV
OOH Total
Radio
Social
Digital Display
45% of impact on Consideration comes from interaction effects
Top Interaction Contributors
Top Pairings with TV
28%
20%
16%
16%
14%
Total TV
Radio
OOH Total
Digital Display
Social
Source: Kantar CrossMedia Database, 47 campaigns
TV &
OOH
TV &
Radio
TV &
YouTube
TV &
Social
TV &
OOH
TV &
Digital
Display
Radio can work well using
audio cues to tie back to
TV communication along
with OOH and YT
Social, OOH and Display
advertising help cement
consideration in
conjunction with TV
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