Digital boosts the effectiveness of traditional mass media
Digital Channels Can Boost Effectiveness of Traditional Mass Media
Multiple studies from some of the advertising industry’s most prominent effectiveness researchers and voices (Les Binet, Peter Field, James Hurman, Mark Ritson, WARC and Analytics Partners) have all proven adding more media channels you add to a campaign leads to an increase in effectiveness.
Digital is particularly helpful for boosting OOH effectiveness. Research from Les Binet and Peter Field has found that adding digital to outdoor increases effectiveness by 37% versus 15% for outdoor only.
Source: What we know about cross-channel and multichannel marketing WARC Best Practice December 2023
In Tough Economic Times Purchase Journeys are Increasingly Beginning Online
58% of Kiwis have researched products or services online in the past month
41% are using their mobiles to do a product search or price comparison on a weekly basis
Source: . Nielsen CMI Q2 23 - Q1 24 Apr 24 Fused - Medwkhld
Activity Booked on MediaWorks Offline Channels Drives Online Behaviours:
People who have seen OOH advertising are +63% more likely to take a online brand action, and +53% more likely to make an online purchase
Exposure to radio can boost online brand browsing by an average of +52%
Source: Warc.com “What we know about out of home effectiveness” WARC Best Practice Mar 24. Warc.com “What we know about radio & audio effectiveness” WARC Best Practice Feb 24
Including MediaWorks Digital Audio Boosts the Reach of Terrestrial Activity:
Including MediaWorks Digital Audio to your terrestrial buy can boost your overall reach by up to +11%, with 240,000 Kiwis tuning in to MediaWorks radio only via our online platforms
There is very little overlap between our online audiences, so a balanced buy across both rova and MediaWorks web is required to maximise reach
Source: Nielsen CMI Q2 23 - Q1 24 Apr 24 fused database. Based on People15+ weekly consumption of MediaWorks terrestrial radio, radio websites and rova.