The use of media consumers often visit the websites of advertisers and go they are increasingly looking for information about products or services offered. The influence of television in an absolute sense, it is to be greatest. These are the results of the Media Browsing study presented today in Hilversum by SPOT Media Brands and Marketing Sciences.
aim of the study was to understand the impact of media campaigns on the surfing habits of consumers. insight To this end was analyzed at 2,748 people for three months the effect of sixteen different Dutch multimedia campaigns on the surfing habits.
Online search behavior is increasingly important. Consumers are working around and compare before they make a purchase. Averaged 10.3 days In 2002 the ‘customer journey’ still took 5.2 days. The continuing crisis and falling consumer confidence have yet little effect on online consumer spending. This rose again in 2012 by nine percent compared to the previous year.
are examined sixteen different campaigns include De Bijenkorf, UPC, Delta Lloyd, Nuon and Specsavers. Although the impact of the campaigns differences showed, an important conclusion that the use of media leads to more ‘media browsing “, and television and online display ensure a steady increase. Averaged over all campaigns is the impact on media browsing greatest in television.
Online display has an average circulation of thirty percent. The strong impact, according to the researchers mainly achieved by retargeting. The use of newspaper ads do not put much improve the situation, and also in radio, the effect is low.
In younger groups (20-34 years) is relatively effective online display, both in range and in increase in media browsing than older audiences. For 35-60 year olds is relatively more effective than online display television.
effective campaigns in six of the eight cases, a combination of TV and online display contacts successful than the TV and / or online display contacts only.
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