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Pioneering new research from Thinkbox and the Internet Advertising Bureau (IAB) has shown that using TV and online together in advertising campaigns is significantly more effective for advertisers than using either in isolation. Their combined use produces major benefits for advertisers, including dramatically increased positive brand perception amongst consumers – some 50% higher – as well as significantly greater likelihood of purchase.

Conducted by Q Media Research, this is the first time the effectiveness of using TV and online in tandem has been examined in depth. The sample focused specifically on ‘digital consumers’; people who own a digital TV and use broadband internet, and are medium to heavy users of each. Because the study focuses on the most ‘tech-savvy’ of the UK population – around 25% of its total – these results provide an indication of how future media consumption and consumer behaviour may develop. In terms of their precise media usage, 64% of the sample stated that they sometimes watch TV while using the internet, whilst 48% stated that they did this most days.

Key findings from the study include:

• Using TV and online together results in 47% more positivity about a brand than using either in isolation
• The likelihood of buying or using a product increases by more than 50% when TV and online are used together
• 48% of the sample group watched broadcast TV while online, most days
• Two thirds of this group have watched TV via online providers, primarily as a way to catch-up with broadcast TV and mainly from TV broadcasters’ websites
• Both TV and the internet are used for entertainment (TV, 80%; online 56%) and both have a significant influence on driving purchase (75% and 52%)
• The findings reinforce the need to ensure creative synergy between TV and online advertising and identify best practice for better effectiveness, which requires more than simply putting TV ads online

The strengths of TV and online advertising

The research found that both TV and online have a clear influence on purchase and response, but are more influential when advertisers exploit their individual strengths together. For example, TV is stronger at telling people about a new brand they haven’t heard of before (74%), sparking interest in a brand (74%), providing new information about a brand people are already aware of (72%) and persuading people to try a brand or product (59%).

This important study delivers clear evidence of just how powerful and effective the TV and online combination is. In all the categories we tested, the results were very positive for both ‘soft’ brand measures and ‘hard’ purchase intent scores. Advertisers have been clamouring for more research about TV and online and, going forward, I’m certain these results will be highly influential to media planning. - Guy Phillipson, chief executive of the IAB

Online advertising also has these effects but performs relatively better at helping people decide which brands are relevant (50%), causing a re-evaluation of a brand (41%) and giving enough information to make a purchase decision (41%).