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Advertising across Platforms: Conditions for Multimedia Campaigns: A Method for Determining Optimal Media Investment And Creative Strategies across Platforms
Abstract
In the September issue of the Journal of Advertising Research, the Advertising Research Foundation (ARF) introduced its "How Advertising Works" research initiative (Stipp, 2016), which combines original experiments with outside research. The goal: to offer practical guidance for improving advertising effectiveness- and the return on investment (ROI) for marketing spend-in an increasingly complex, multimedia world. In the pages that follow, we offer the first of a series that explores the methodology of the latest investigations of cross-platform advertising effectiveness. Here, ARF executive researchers Jasper Snyder and Manuel Garcia-Garcia describe their study of the conditions under which inserting multiple platforms in a campaign leads to specific advertising effects. The evidence overwhelmingly points to higher ROI from advertising on multiple platforms than advertising on a single platform only, with the most powerful results coming from reinforcing television with digital strategies. Next on their agenda: understanding the creative drivers that make an execution successful in mobile platforms. © 2016, World Advertising Research Center. All rights reserved.
... Periklanan khususnya pada era media digital saat ini merupakan salah satu bentuk khusus komunikasi yang dalam prosesnya tidak sekedar memberikan informasi kepada khalayak, tetapi wajib untuk membujuk dan mempersuasi khalayak agar memahami tujuan komunikasi yang tetapkan (Tan, 2013). Berkembangnya media digital diikuti dengan transformasi periklanan konvensional ke periklanan online (Snyder & Garcia-Garcia, 2016) Penyampaian pesan iklan kepada massa pada akhirnya juga menggunakan berbagai platform media termasuk melalui iklan website untuk menjangkau khalayak sasaran dan menyebarkan kesadaran kepada masyarakat tentang produk mereka (Le & Vo, 2017). Beberapa hasil studi telah menunjukkan bahwa Website merupakan Advertising Medium yang sangat penting dalam periklanan online (Song, 2008;Hervet, 2011;Noort, 2012;Aribarg, 2019). ...
Seiring dengan berkembangnya penggunaan dan akses media berbasis internet, in- dustri periklanan juga menlakukan akselerasi media melalui pemanfaatan situs website sebagai media periklanan yang dianggap potensial untuk mendistribusikan informasi sekaligus menghadirkan tantangan unik bagi setiap pengiklan (Seyedghorban et al., 2016). Penelitian ini menggunakan pendekatan kuantitatif dan menggunakan Teknik non probability sampling di- mana tidak seluruh anggota populasi mempunyai kesempatan yang sama untuk dipilih (Krismiyati, 2017). Dalam penetapan sampel dilakukan dengan metode purposive yaitu ditetapkan berdasarkan kriteria yaitu Web User’s IDLIX yang mengikuti akun Instagram IDLIX dan aktif mengakses IDLIX minimal 1 kali dalam 1 minggu. Sampel kemudian dihitung dan ditetapkan dengan perhitungan rumus Lemeshow (1997) Dari hasil pengumpulan data dengan kuisioner terstruktur yang disebar menggunakan google form didapatkan responden sebanyak 100 orang. Seluruh responden dalam penelitian ini adalah pengikut Web streaming IDLIX di Instagram.Berdasarkan hasil penelitian ini dapat disimpulkan bahwa format Pop-up Ads terbukti efektif dalam mempengaruhi sikap pengguna website IDLIX. Format Pop-up Ads dinilai efektif dalam mengarahkan sikap positif pengguna website apabila tepat sasaran (Strike) dan tidak dilewatkan (Skip). Peneitian ini juga membuktikan bahwa ada tiga faktor yang harus diperhatikan untuk membuat Format Pop-up Ads menjadi efektif dalam membentuk sikap pengguna website, antara lain Entertainment, Information dan Irritation. Ketiga faktor tersebut akan sangat menentukan sikap pengguna website. Apabila IDLIX ingin menawarkan format Pop-up Ads pada pengguna websitenya maka IDLIX harus secara hati-hati mempertim- bangkan ketiga faktor tersebut.
... É válido mencionar que, aparentemente, os anúncios on-line são mais eficazes quando existe a presença de sinergia com outras mídias (Liu-Thompkins, 2019;Snyder & Garcia-Garcia, 2016). Porém, não é possível afirmar que esse seja um consenso, já que o inverso também pode ocorrer (Sridhar, Germann, Kang, & Grewal, 2016). ...
... The findings largely Online ads þ eWOM Experiment Message strength, message credibility, attitude, purchase intention For search products, the online ads-eWOM sequence generated better responses, whereas a reversed pattern emerged for experience products support that variation outperforms repetition on recall (Burnkrant & Unnava, 1987;Haugtvedt et al., 1994;Yaveroglu & Donthu, 2008), attitude (Haugtvedt et al., 1994), and behavioral intention (Yaveroglu & Donthu, 2008) though the edge may be attenuated by some contextual factors (Yaveroglu & Donthu, 2008). The variation strategy has also been used widely in IMC campaigns across different media (Snyder & Garcia-Garcia, 2016;Voorveld & Valkenburg, 2015). ...
The present study examined the effects of platform selection (cross-platform vs. single-platform) and content strategy (varied ads vs. repeated ads) on purchase intention via two mediating routes: cognitive and experiential routes. The results from a 2 × 2 online experimental study found that content variation outperformed content repetition in terms of eliciting more positive ad-related thoughts, increasing ad credibility, and enhancing experiential pleasure, resulting in an increase in purchase intention, suggesting a dual-route model of variation effects. The difference between cross-platform and single-platform was in experiential pleasure such that participants experienced more pleasure when exposed to multiple social media.
... Despite, or perhaps because of, this link, the terminology moves between online and offline activity as smoothly as today's Millennials do, which is important as campaigns become increasingly integrated (Batra & Keller, 2016). A study by Snyder and Garcia-Garcia (2016) found that the use of multiple platforms increases the effectiveness of campaigns and that the most optimum mix for Millennials still includes both traditional and digital media and therefore definitions need to be suitable for both. Stolyarova and Rialp (2014) also found that the internet was not effective on its own but could create synergy working alongside more traditional media such as TV. ...
The findings of a study of Millennials in USA and the UK—an increasingly important and digitally savvy segment of consumers—reveal that they see advertising as Companies promoting a product or service to people through media. Their perception is simple and all-encompassing with no evidence that they distinguish between different types of media or different types of communication. Some variation between the views of Millennials in the two countries is also identified, although this is less than expected. The findings contribute to an important and continuing debate among academics and marketing practitioners over how advertising should be defined in today’s multichannel environment. The findings are also compared with other recent definitions of advertising, and their implications are discussed.
... Based on previous studies and theoretical arguments, we can assume that advertising in offline media drives consumers' brand engagement on Facebook; however, it is still hard to make predictions about the exact differences between the effects of different media. Television is regularly credited a powerful role in cross-media synergy and research on consumers' online search behaviour (Pfeiffer and Zinnbauer 2010;Snyder and Garcia-Garcia 2016); however, hardly any explicit comparisons to other media are made. Since media differ from each other on many characteristics (modality, push vs. pull; pacing; interactivity; subjective experience; and trust) (Stewart and Cunningham 2017;Bronner and Neijens 2006;Dijkstra, Buijtels, and Van Raaij 2005;Danaher and Rossiter 2011;Voorveld et al. 2016), it is expected that they do not influence consumers' online brand engagement in the same manner. ...
Research investigating the drivers of consumers’ engagement with brands on social media is proliferating. However, little is known about how advertising outside social media drives engagement with brands on social media. This study aims to explore the relation between advertising spend in different offline media (TV, radio, newspapers, magazines, out of home), and reach of and engagement with brand pages on Facebook. The study uses a unique real-life data-set containing information about the Facebook pages of 45 brands for approximately three years combined with Nielsen Advertising Spend data. Results showed that while advertising in offline media influenced organic and viral reach, the number of page likes was directly influenced by advertising on Facebook only. It can be concluded that offline advertising is relevant in driving consumers’ online brand engagement; however, there is a unique set of drivers for organic reach, viral reach and likes.
... All these devices are usually used close to each individual and tend to be smaller than a traditional TV. This closeness and apparent larger screen size (the screen often invades the viewer's personal space more than a television set does) create higher levels of arousal (Reeves, Lang, Kim, & Tatar, 1999) and a more intense viewing experience that will be remembered better (Reeves & Nass, 1996;Snyder & Garcia-Garcia, 2016). ...
This study provides an understanding of the underlying processes and attitudes toward advertising while watching in TV and YouTube. We intend to contribute to better understand what could lead senior consumers to avoid advertising. The aims are to (i) analyze the relationship between drivers to ad avoidance among senior viewers and (ii) compare the perceptions about those drivers between TV advertising and YouTube advertising among senior viewers. A sample of 214 senior viewers provided data to test the hypotheses. Findings reveal that irritation seems to be the crucial factor that lead consumers to avoid whacking advertising. A negative attitude toward advertising and skepticism do not mediate the effect between advertising irritation and avoidance. The article also provides managerial implications and suggestions to further research.
... Mobile advertising has many benefits over Works" cross-platform initiative showed that study participants exposed to the same advertisement on television and mobile had a free recall of 62 percent and weighted purchase intent of 39 percent. This significantly outperformed the effectiveness (52 percent free recall and 28 percent weighted purchase intent) for those exposed to the same campaign twice on television (Snyder and Garcia-Garcia, 2016). This suggests a synergistic effect to exposure across multiple advertising media. ...
Contemporary business is largely based on digital information. Traditional media forms lose battle in a new global surrounding. Therefore, knowing specific terminology and postulates of new conditions in the digital information market is essential. Globalization is an inevitable process overtaking all economic activities, including tourism sector intertwined with various advertising activities in order to place and sell its products and services. Digital marketing is thus more and more used. In that context, world tourism organizations and national tourist agencies play a role of communicator, trying to create desired mental image of a specific country as a tourism destination in the minds of final consumers. E-tourism has a significant value in travel industry. It provides one more choice for customers in going for a trip. More and more customers are willing to use it. However, the opaqueness and unrealistic of the Internet are concerned by users. Therefore, this study aims to identify the factors affecting the Hong Kong customers to decide to use E-tourism for their trips as well as the degree of influences of different factors. Technology acceptance model (TAM) is adopted in this study. Besides, additional factors including perceived value, trust and perceived risk are added to the model for further exploration. This paper focuses upon the website aspect of digital marketing where in certain models focusing upon various aspects of website development are studied and seven necessary factors highlighted in those models are studied separately for their significance and application in tourism and hospitality sector.
This paper provides an overview of the literature on the use of social media advertising (SMA) and the key factors that affect the effectiveness of SMA. A total of 92 manuscripts published in top ranking journals in the last decade are reviewed. At the firm level, factors, such as brand’s social role, time to post on social media platforms, frequency of social media posts, and genre of the posts, are found to affect consumer’s purchasing decision and intention to share. At the individual consumer level, factors including demographic characteristics, general attitude toward online advertising, and privacy concerns are found to influence consumer’s buying behaviors.
In an attempt to curtail and prevent the spread of Covid-19 infection, social distancing has been adopted globally as a precautionary measure. Statistics shows that 75% of appointments most especially in the health sector are being handled by telephone since the outbreak of the Covid-19 pandemic. Currently most patients access health care services in real time from any part of the World through the use of Mobile devices. With an exponential growth of mobile applications and cloud computing the concept of mobile cloud computing is becoming a future platform for different forms of services for smartphones hence the challenges of low battery life, storage space, mobility, scalability, bandwidth, protection and privacy on mobile devices has being improved by combining mobile devices and cloud computing which rely on wireless networks to create a new concept and infrastructure called Mobile Cloud Computing (MCC). The introduction of Mobile cloud computing (MCC) has been identified as a promising approach to enhance healthcare services, with the advent of cloud computing, computing as a utility has become a reality thus a patient only pays for what he uses. This paper, presents a systematic review on the concept of cloud computing in mobile Environment; Mobile Payments and Mobile Healthcare Solutions in various healthcare applications, it describes the principles, challenges and opportunity this concept proffers to the health sector to determine how it can be harnessed is also discussed.
Multi-platform communication is becoming the norm as media practice has been changing with the growth of technologies that put viewers in more control and introduce interactivity. This chapter focuses on the Turkish cross-platform advertising campaign, Tweet Village for Sekerbank that received a bronze prize in 2015 at Cannes Lions, which is globally regarded as the most important festival in the field of creative communication. The campaign focused on thousands of family farmers who quit farming to migrate to urban cities in order to support those who resisted leaving. The campaign involves multiple platforms, such as social media, print advertisements, outdoor advertisements and radio spots which make it a successful case for explaining the use of storytelling in cross-media advertising. The case of Tweet Village was evaluated through Berger's (2013) criteria for sharing the campaign's message online as well as Chiu et al.'s (2012) brand story elements.
This study examines the timing of pop-up advertising appearance and its effect on perceived intrusiveness, advertising irritation and advertising avoidance. Experiment was designed to build a virtual Internet environment (including the main content on the webpage and a pop-up ad) and to manipulate the timing of the pop-up advertising appearance. Participants were invited to participate in two experiments, and then assigned to a specific target browsing task; their advertising browsing activities during the task were measured. In order to measure their cognitive advertising avoidance, an eye-tracking device was utilised to gain objective and accurate psychological information. Results showed that earlier pop-up advertising appearances are associated with a lower consumer fixation count and fixation length; in contrast, pop-up advertising that appears later is associated with a higher fixation count and fixation length. This study attempts to gain more objective and accurate psychological data by using an eye-tracking device to collect information about eye movements associated with the appearance of pop-up advertising to better analyse consumer behaviours towards them. These results offer insights to Internet advertisers and Internet platform companies on how to provide more efficient Internet advertising.
Background:
Mass media campaigns for public health are increasingly using digital media platforms, such as web-based advertising and social media; however, there is a lack of evidence on how to best use these digital platforms for public health campaigns. To generate this evidence, appropriate campaign evaluations are needed, but with the proliferation of digital media-related metrics, there is no clear consensus on which evaluation metrics should be used. Public health campaigns are diverse in nature, so to facilitate analysis, this review has selected tobacco control campaigns as the scope of the study.
Objective:
This literature review aimed to examine how tobacco control campaigns that use traditional and digital media platforms have been evaluated.
Methods:
Medicine and science databases (Medical Literature Analysis and Retrieval System Online [MEDLINE], EMBASE, PsycINFO, Cumulative Index to Nursing and Allied Health Literature [CINAHL], and Scopus), and a marketing case study database (World Advertising Research Center) were searched for articles published between 2013 and 2018. Two authors established the eligibility criteria and reviewed articles for inclusion. Individual campaigns were identified from the articles, and information on campaigns and their evaluations were supplemented with searches on Google, Google Scholar, and social media platforms. Data about campaign evaluations were tabulated and mapped to a conceptual framework.
Results:
In total, 17 campaigns were included in this review, with evaluations reported on by 51 articles, 17 marketing reports, and 4 grey literature reports. Most campaigns were from English-speaking countries, with behavioral change as the primary objective. In the process evaluations, a wide range of metrics were used to assess the reach of digital campaign activities, making comparison between campaigns difficult. Every campaign in the review, except one, reported some type of engagement impact measure, with website visits being the most commonly reported metric (11 of the 17 campaigns). Other commonly reported evaluation measures identified in this review include engagement on social media, changes in attitudes, and number of people contacting smoking cessation services. Of note, only 7 of the 17 campaigns attempted to measure media platform attribution, for example, by asking participants where they recalled seeing the campaign or using unique website tracking codes for ads on different media platforms.
Conclusions:
One of the key findings of this review is the numerous and diverse range of measures and metrics used in tobacco control campaign evaluations. To address this issue, we propose principles to guide the selection of digital media-related metrics for campaign evaluations, and also outline a conceptual framework to provide a coherent organization to the diverse range of metrics. Future research is needed to specifically investigate whether engagement metrics are associated with desired campaign outcomes, to determine whether reporting of engagement metrics is meaningful in campaign evaluations.
Corporate social responsibility (CSR) approaches in marketing messages has great potential to change people and society in positive ways. The main aim of the paper is to evaluate what percentage of advertisement on the Czech and Slovak market has a socially responsible character. The primary research method of the paper is a quantitative research with the qualitative elements. The authors of the paper evaluated marketing campaigns signed to the biggest advertisement contests on the markets. Authors identified, whether an observed campaign has a CSR character or not. The research also contains the hypotheses, whether a country of origin and a contest type have a significant influence on CSR elements in advertisements. Hypotheses were evaluated via statistical analyses in SPSS software and findings supported solution of the main aim. Results of the research confirmed, that country and contest type have a moderate or relatively strong effect on CSR occurrence and final findings uncovered, that despite the fact CSR activities have positive effects on firms in many ways, its potential is untapped.
Since the appearance of the first banner ad, online advertising has evolved significantly and now accounts for a substantial portion of all advertising spending. As online advertising tools proliferate, academic research in this area has also matured over time. To capture these developments, this paper offers a synthesis of over 300 articles on online advertising published in major advertising and marketing journals over the last ten years. The key literature is summarized around six themes: (1) online advertising effectiveness; (2) online advertising mechanisms; (3) creative elements in online advertising; (4) the role of context in online advertising; (5) online personalization; and (6) search advertising. Knowledge gaps in existing research are identified, and important future research questions are suggested.
The purpose of this investigation is to examine media displacement-reinforcement effects between traditional media, PC internet and mobile internet. The theoretical foundations draw on niche theory and enduring involvement, and adopt the satisfaction-attitude-loyalty chain as a core model. The surveys were conducted in Japan and resulted in 992 responses from a general consumer sample. Two scenarios (dining out and travel planning) were created to manipulate the level of enduring involvement. Our data fit the proposed model reasonably well, supporting 12 out of 14 hypotheses. The findings indicate that the more satisfied consumers are with traditional media and mobile internet, the more likely they are to perceive PC internet unfavourably as an alternative information source in both involvement situations. However, a favourable attitude towards mobile internet could act as a reinforcement motivator to use PC internet in high-involvement situations. Therefore, our findings support cross-media campaigns in high-involvement Situations. In closing, significant limitations are recognised, and future research directions suggested.
Twenty-five large field experiments with major U.S. retailers and brokerages, most reaching millions of customers and collectively
representing $2.8 million in digital advertising expenditure, reveal that measuring the returns to advertising is difficult.
The median confidence interval on return on investment is over 100 percentage points wide. Detailed sales data show that relative
to the per capita cost of the advertising, individual-level sales are very volatile; a coefficient of variation of 10 is common.
Hence, informative advertising experiments can easily require more than 10 million person-weeks, making experiments costly
and potentially infeasible for many firms. Despite these unfavorable economics, randomized control trials represent progress
by injecting new, unbiased information into the market. The inference challenges revealed in the field experiments also show
that selection bias, due to the targeted nature of advertising, is a crippling concern for widely employed observational methods.
JEL Codes: L10, M37, C93.
This research investigates the role of fit between campaign ads in generating cross-media effects. Using an ecologically valid design, this article enhances our understanding of cross-media effects in real life. By combining a content analysis of Dutch cross-media campaigns with a secondary data analysis of tracking studies on the same campaigns (n = 900), this research revealed that fit contributed positively to campaign evaluations yet contributed negatively to brand and campaign memory. In conclusion, this research shows that fit is an important factor in understanding cross-media synergy but might have both positive and negative effects.
This paper describes data which demonstrate a correlation between the magnitude of the Steady-State Visually Evoked Potential (SSVEP) and visual vigilance. The SSVEP was recorded from 64 scalp sites and elicited by a 13Hz uniform visual flicker presented continuously while subjects undertook a visual vigilance task. Fifteen right-handed males were required to view three times a series of 180 geometrical shapes comprising a sequence of 60 squares, 60 circles and a further 60 squares. Each viewing of the 180 shapes constituted a trial. Trials 1 and 2 were identical while trial 3 differed from the first two in that one of the circles was modified. Subjects were ignorant as to the location of the modified circle and prior to the third trial, were challenged to identify the modified circle. A comparison of trials 2 and 3 indicated that the appearance of the modified circle was associated with an attenuation of the SSVEP in the occipito/parietal region. The same comparison indicated a pronounced SSVEP attenuation in the centro/parietal region during the interval that subjects were anticipating the appearance of the modified circle. These results suggest a distinction between the cortical activation patterns occurring during different phases of a visual vigilance task.