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 Planning a marketing campaign to target key consumer groups increasingly means integrating digital into the media mix at the first stages of planning. A marketing campaign that takes into account consumers’ media consumption patterns and increased media multi-tasking, is far more likely to engage and cut-through. The most effective digital campaigns don’t simply extend offline executions onto the web; they respond creatively to the way that consumers use digital media in conjunction with other channels.
Recent research from Thinkbox and the IAB highlights the advantages of planning a marketing campaign to make use of multiple channels from the start:
- Increased purchase intent, with conversion rates rising by more than 50 per cent when TV and online are used together
- Extended reach across different audiences and channels
- Lengthening the life of the campaign, with different channels helping to keep messages fresh.
Read more about planning a marketing campaign in our full Marketer’s Guide to Digital.
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Econometric modelling proves that online display ads are the single most efficient media channel for driving short-term, offline FMCG sales. Diverting a greater share of budgets to online would significantly increase the effectiveness of FMCG campaigns as well as the duration of their impact on sales.
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Recent research from the Entertainment sector shows the value of online film advertising as part of an integrated media plan for new movie releases. Our groundbreaking study, in partnership with 20th Century Fox, shows a growing role for digital media in extending reach and driving response. |
A groundbreaking econometric study from Microsoft Advertising and BrandScience shows that increasing online will optimise media spend overall for telecoms advertisers. |
The Microsoft Advertising Planner Matrix will help you find the most appropriate digital medium for your campaign, whether as a complement to your offline activity, or as a replacement to it. |
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Let us know who you’re looking for and we’ll tell you where to find them.
Microsoft’s wide range of online destinations gives advertisers the chance to engage with millions of consumers across all demographics.
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