2. MORE DECKS
OVERVIEW
Here’s the scientific proof for Comms Planning.
Comms Planning recommends one idea customized to
different times and channels.
Enjoy,
Julian Cole
Subscribe to the Planning Dirty newsletter and join the 20,000+
readers who get monthly strategy tools, tips and resources.
OVERVIEW
MORE DECKS
3. CREATED BY
JULIAN COLE
is a strategy consultant
who works with brands and
agencies to create world
class integrated
campaigns.
CHRIS HUEBNER
is the assistant director of
marketing communications
at the University of South
Carolina.
DAVIS BALLARD
is a LA-based freelance
strategist who moonlights
as a music man at
Rainbow Jeremy FM and
Parang Recordings.
4. CONSISTENT MESSAGING ACROSS CHANNELS IMPROVES BRANDING
In comparison to single-channel
campaigns, multi-channel
campaigns positively affect explicit
(aided) measures- brand
recognition, recall, attitude.
Similar messages presented in
separate media will be encoded
differently, developing a broader,
more complex memory network.
Source: Vandeberg, L., Murre, J.M.J., Voorveld, H.A.M. & Smit, E. G. (2015). Dissociating explicit and implicit effects of cross-media advertising.
International Journal of Advertising. 34 (5). 744-764.
5. CONSISTENT BRANDING IMPROVES FAVORABILITY
Multimedia campaigns are evaluated more
favorably when retrieval cues (slogans, visuals,
symbols) remain consistent across channels.
Additional Findings:
While consistent content characteristics may lead
to higher favorability or likeability, it may negatively
influence recall recognition due to lack of cutting
through.
Questioned the effectiveness of consistent retrieval
cues when brand awareness is the primary
advertising objective.
Voorveld. H. A. M. & Valkenburg, S. M. F. (2015). The Fit Factor: The Role of FIt Between Ads in Understanding Cross-Media Synergy. Journal of
Advertising. 44 (3). 185-195.
6. INCREASED TOUCHPOINTS & TIMINGS IMPROVES AD PROCESSING
The most effective multimedia
campaigns select a media mix where
the combination of media build
cumulative reach (1+ reach), broadens
timing and context of touch-points,
provides enhanced repetition and
varies visual, auditory and textual
assets across media to enhance
cognitive processing.
Source: Ehrenberg-Bass Institute for Marketing Science. (2010) Planning For Synergy: Harnessing the Power of Multi-Platform Media.
University of South Australia: Australia.
7. MULTIPLE CHANNELS INCREASES PURCHASE INTENT
Advertising messages delivered through
multiple channels are strong predictors of
purchase intent.
Additional Findings:
Not only do “total site visits,” but also the sources
of website visits significantly predict conversion
probability.
Reactions to cross-channel advertising by
existing customers differ in predictive power.
Researchers posit it is due to “cognitive lock-in.”
Source: Klapdor, S., Anderl, E. M., Schumann, J. H. & von Wangenheim, F. (2015). How to Use Multichannel Behavior to Predict Online
Conversions. Journal of Advertising Research. 55(4). 433-442.
8. INTEGRATED CAMPAIGNS IMPROVE PERSUASION
Exposure to a campaign which uses two different
media is more likely to influence the psychological
processes known as forward encoding and multiple
source perception. Forward encoding describes a
“priming” of consumer’s interest and attention to an
ad in the second medium. Multiple source perception
describes the persuasive effects of cross-media
messaging, when perceived to be from independent
sources.
Additional Findings:
Effects less pronounced with multiple web exposures
Source: Voorveld, H. A. M., Neijens, P. C. & Smit, E. G. (2011). Open the black box: Understanding cross-media effects. Journal of Marketing
Communications. 17 (2). 69-85.
9. INTEGRATED CAMPAIGNS ONLINE LEAD TO SALES OFFLINE
A statistically significant sales lift was
seen when campaigns combined
search and display advertising.
Additional Findings:
Research indicated that the absolute
dollar lift in offline sales was 5x higher
than the lift in e-commerce sales for
CPG brands.
Source: Fulgoni, G. & Lipsman, A. (2014). Numbers, Please: Digital Game Changers: How Social Media Will Help Usher in the Era of Mobile and
Multi-Platform Campaign-Effectiveness Measurement. Journal of Advertising Research. 54 (1). 11-16.
10. B2B CAMPAIGNS BENEFITS FROM ON TO OFFLINE INTEGRATION
For B2B brand, evidence of
cross-channel effects were evident.
Researchers found that off-line
marketing affected online funnel
metrics and online funnel metrics
affected offline purchases.
Additional Findings:
Customer initiated contacts have
substantially higher profit impacts
than offline firm-initiated contacts.
Source: Wiesel, T., Pauwels, K. & Arts, J. (2011). Marketing’s Profit Impact: Quantifying Online and Off-line Funnel Progression. Marketing Science.
30 (4). 604-611.
11. Using biometrics and eye tracking to
measure nonconscious emotional
responses to advertising, researchers
found that effective advertising
leveraged common elements/themes
from broadcast program across two
media platforms (television + online).
Source: Steele, A., Jacobs, D., Siefert, C., Rule, R., Levine, B. & Marci, C. D. (2013). Leveraging Synergy and Emotion In a Multi-Platform World: A
Neuroscience-Informed Model of Engagement. Journal of Advertising Research. 53 (4). 417-430.
CONSISTENT MESSAGING INCREASES EMOTIONAL RESPONSE
12. ADDITIONAL FINDINGS
● Emotional engagement with unfamiliar brands is higher when first seen on television
than online.
● Television is an important medium to build brand equity, while online advertising can
help to reinforce messaging and increase emotional engagement.
● Advertising effects were more pronounced when ad aligned contextually with
television program and combined with a subsequent online ad exposure on a
contextually relevant website or website within broadcaster’s vertical.
13. Varying advertising creative across
channels and exposures can reduce
intrusiveness and enhance positive
attitudes.
Source: Kim, N. Y. (2018). The Effect of Ad Customization and Ad Variation on Internet Users’ Perceptions of Forced Multiple Advertising
Exposures and Attitudes. Journal of Interactive Advertising. 18(1). 15-27.
CUSTOMIZED MESSAGING TO CHANNELS REDUCES INTRUSIVENESS
14. INTEGRATED CAMPAIGNS HAVE A KICKER EFFECT ON ROI
Termed the “kicker effect,” campaigns
that combined television and digital
media were found to be more effective in
driving ROI compared to television alone.
This synergy was more pronounced in
high-involvement categories, where the
combination was shown to drive
search-related behavior.
Source: Snyder, J. & Garcia-Garcia M. (2016). Advertising across Platforms: Conditions for Multimedia Campaigns. A Method for Determine
Optimal Media Investment and Creative Strategies across Platforms. Journal of Advertising Research. 56 (4): 352-367.
15. ADDITIONAL FINDINGS
● Television + digital advertising are more effective in driving ROI than television + radio
or television + print.
● Television + social was more impactful for households classed as families with no
children
● The addition of radio to that mix drove ROI when target was families with older children
● Between different types of digital advertising, mobile video was 126 percent more
effective in driving ROI than desktop video
● Campaigns are more effective across multiple platforms when message is unified
than not
16. PRINT & TV CREATES AN ADVERTISING MULTIPLIER EFFECT
Using market data from Dockers,
researchers established that there is
evidence of print and television
advertising synergy, when allocation of
budget is optimized to grow as synergy
increases.
Additional Findings:
Once allocation of budget has been
optimized, only then should investment
in less effective media be increased.
Source: Naik, P. A. & Raman, K. (2003). Understanding the Impact of Synergy in Multimedia Communications. Journal of Marketing Research.
40 (4). 375-388.
17. EMAIL, TV AND SOCIAL MEDIA COMBINED INCREASES PURCHASE
Across multiple categories,
study found synergistic
effects across social media,
email marketing and
television.
When combined, effects
produced an increase in
consumer spending and
cross-buying.
ource: Kumar. A., Bezawada, R., Rishika, R., Janakiraman, R. & Kannan, P. K. (2016). From Social to Sale: The Effects of Firm-Generated Content in
Social Media on Customer Behavior. Journal of Marketing. 80 (1). 7-25.
18. ADDITIONAL FINDINGS
● Study suggests that social media can play a role strengthening consumers’
relationship with the brand by encouraging them to buy across several product
categories.
● Found that social media + television resulted in a lift in both customer spending and
cross-buying. The combination of social media and email marketing had an even
higher percent increase in buying behavior.
● This effect was most pronounced in more experienced, tech savvy and
social-media-active consumers.
19. TELEVISION IMPROVES ONLINE AD EFFECTIVENESS
Television advertising increased both the
number of related Google searches and a
user’s inclination to use branded keywords
instead of generic keywords.
Additional Findings:
When television advertising increases branded
keyword choice, it will reduce the number of
expensive keyword searches and increase the
number of clicks paid for on cheaper branded
keywords.
This effect may also influence conversion rates.
Source: Joo, M., Wilbur, K. C., Cowgill, B. & Zhu, Y. (2014). Television Advertising and Online Search. Management Science. 60 (1). 56-73.
20. INTEGRATED CAMPAIGNS LEAD TO MORE INTEREST SEARCH VOLUMES
When using an integrated approach,
exposure to advertising placed in more than
one channel increased search behaviors.
Additional Findings:
An increase in online advertising lead to
increased searches for the company’s brand
Across channels, an increase in total
advertising expenditures lead to increased
searches for the company’s brand online
Source: Laroche, M. I., Economakis, N. & Richard, M. O. (2013). Effects of Multi-Channel Marketing on Consumers’ Online Search Behavior: The
Power of Multiple Points of Connection. Journal of Advertising Research. 53(4). 431–443.
