It’s already accepted that an integrated media strategy works better than an online only or offline only campaign. People are still reading newspapers, checking their direct mailers, watching soap operas and turning on their car radios. Every little bit of coverage helps to reinforce the offer!
Now, a study on ad-overlapping by Atlas (reported on the Google CPG blog) proves that consumers targeted by multiple publisher sites or networks are twice as likely to convert than those reached by a single publisher! Advertisers with limited online budgets should especially take note – it’s better to aim for different media and measure the overall impact rather than spend ad-dollars on any one avenue. It’s tough for any online channel to match the returns delivered by search for instance – however, search is not cheap for companies that are neither well-known brands nor unique players. This is where other avenues plug the gap.