IAB Canada announced today the results from the third CMOST (Canadian Media Optimization Study) completed with General Motors and M2 Universal. This third study is the most complex and sophisticated of all analysis and research to date. The media plan utilized four different major media: Television, Online, Magazine and Outdoor. The study focused on the launch of a new line of the GM Envoy family, the Envoy XUV.
Working with Dynamic Logic and Brandspark International, the survey findings are part of an ongoing effort to understand the value-added role that online media has on the overall media mix. Key findings were as follows:
For the campaign when Online and TV were used together versus Television alone, there was a:
51% jump in aided ad awareness for the "in market group"
Additionally, important learning was achieved around online media frequency of ad exposures and the effect of online media on heavy versus light television viewers. Significant best practices continue to be gathered by the participants and IAB Canada. In addition, the synergistic effect of multiple media and the value of the use of complementary media to television were clearly demonstrated.
"While GM is one of Canada's largest advertisers and has long been a believer in the value of online advertising, this study helped us better understand the synergies between the media and provided us with actionable ways to improve the effectiveness of our creative, media spend and flighting," says Jim Scott, Advertising Manager for GM.
"It is clear from the work we have already completed that Canadian consumers are changing their media consumption habits," adds Brent Lowe-Bernie, Chairman of IAB Canada. "In order to keep up with their customers, Canadian marketers need to understand the role that online media plays or be left behind competitively."
When econometric modeling was performed on the campaign to evaluate the reach build of the four media and their relative contribution, TV showed the steepest increase in advertising awareness at the campaign's outset, but the diminishing returns curve was fairly clear. Magazines and Out of Home demonstrated less dramatic diminishing return curves, but did not plateau as quickly as television. In contrast, the online campaign drove awareness in a straight (45-degree) line, indicating that additional weight for online could have added more to the campaign.
"Earlier research shows online as the third largest media in Canada in terms of time spent and this new research further shows that online is also delivering strong results for advertisers," says Miles Faulkner, President of IAB Canada. "In general, Canadian marketers are starting to see that online is now a major advertising medium, but we believe they can go a lot further in line with the growth of US spending."
For more information contact:
President, IAB Canada
iabcanada.com
The Interactive Advertising Bureau of Canada is the national voice of the Canadian interactive marketing and advertising industry, and is a not-for-profit association representing a membership composed of publishers, agencies, advertisers and interactive service associates.
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