The True Value of Multi-Platform Advertising

Article about Radio Ink,
 
print friendly version

The True Value of Multi-Platform Advertising


Jun 27, 2008 by Mark Maier

The True Value of Multi-Platform AdvertisingIntegrated Media Measurement Inc. released a new study this week that breaks down the assumption that advertising on multiple platforms results in just an extension of reach, the study shows that it dramatically impacts conversion rates.  What does this mean for broadcast?   You need to develop a second platform like a Community Web Portal in your market and share with your clients the results of the study to develop a multi-platform campaign.  For example, the study states consumers exposed to television ads for five movies had an average conversion rate of 5.52%, while consumers exposed to ads on TV and at least one other platform such as radio or the internet had an average conversion rate of 13.52%, per the research. That's an increase of 245%. The point of growth will come when you can offer multiple platforms to your clients, I'm not talking added value either, with the kind of conversion rates that a multiple platform campaign delivers your staff should have no problem retaining the value of each offering.  Better yet, you should have a seperate sales staff for each platform insuring that you retain each platforms value.

To download the complete report click here

Related Categories
> Publications > Radio Ink

Read Comment this Email this0 Comments

Readers Comments
No comments have been submitted to this Article

Leave a comment
* Name
* Email ( will not be displayed )
* Comments
Code

Security Check
 
 
* Required
When you enter your name and email address, you'll be sent a link to confirm your comment. If you subscribe to the LPG Maillist you will also be sent a link to confirm your email address, and to validated that you want to be part of our maillist. To create a live link, simply type the URL (including http://) and we will make it a live link for you. HTML and Javascript Tags are not allowed. Comments that are considered spam will be deleted, Please keep the comments and links relavent to this Article.

Share this article with others.
* Your Email
* Their Email
 
* Required
When you enter your email address and their email address, our server will send them a link to this article. If you check the subscribe box, you both will also be sent a link to confirm your email address, and to validated that you want to be part of our maillist.