Cross Media
How do offline and online marketing efforts work best together? That’s a critical question today for marketers who need to maximize efficiency and effectiveness of their campaigns.
Studies
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Optimal Media Mix to Drive Scripts (Rx)
A global pharmaceutical sought to quantify the impact of digital channels on Rx scripts. MSP helped them find that:
- a 73% increase in online allocation and 54% decrease in TV allocation resulted in a 50% increase in prescriptions
- Indirect effects ...
Preview the Study Download: PDF , PPT
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Automotive Buy Flow Study 2009
As market demand for cars have started to rebound in 2009, 69% of shoppers said they planned to buy cars in 2010. Learn how Americans are now approaching the automotive market:
- 84% of new buyers visited an OEM and/or ...
Preview the Study Download: PDF , PPT
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Optimal Media Mix to Drive New Accounts for Scottrade
This Google/MarketShare media mix study investigates the optimal media for financial services firm, Scottrade's customer acquisition.
- Search activity drove 39% of new account openings
- Online display and TV - including the search traffic they drove - were the most effective ...
Preview the Study Download: PDF , PPT
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Traveler's Road to Decision 2009
An OTX survey shows that the internet is the most powerful tool in prompting people to actually book a trip. More findings include:
- Over half of business and personal travelers interact with online travel videos while travel planning
- 25% of ...
Preview the Study Download: PDF , PPT
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The Role of Search in a Multimedia Campaign, Germany
This study provides an analysis of the interaction between search engine marketing (SEM) and TV campaigns to determine optimal combination of campaign elements in Germany.
Key Findings:
- TV campaigns increase search volumes and clicks.
- A 'TV only' campaign fails to ...
Preview the Study Download: PDF
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Cross Media Optimization for Ford
Ford experimented with different media mixes for their launch of the Ford Fiesta car and found:
- Search can positively impact brand metrics of a campaign
- Position and frequency of the search ad are important
- Search in combination with other media ...
Preview the Study Download: PDF , PPT
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Flora Xmos Study
How did paid search help the U.K. food brand Flora associate its brand with family, cooking, and nutrition? This study found:
- Search is 10 times more efficient than TV in bolstering top of mind awareness.
- Sponsored search can help ...
Preview the Study Download: PDF , PPT
Videos
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Tips on Integrating Online and Offline to Target Moms
Interview
Tips on Integrating Online and Offline to Target Moms
Patrick Kraus, Director of Pampers, N.A. shares how to best integrate online and offline efforts for moms.