The Final Nail in the Coffin of Digital Separatism

Dennis Ryan, Element 79, Chicago AdvertisingMaybe it’s the economy or the beleaguered nature of marketing in general, but the aggressive proclamations about a purely online future have died down over the past six months.  Perhaps there’s finally recognition that television is not dying as an advertising medium; any platform that earns 158 hours of attention each month cannot be dismissed as passe.  Hardly…

But neither is broadcast the entire answer, particularly given the ever-escalating costs of that investment and ongoing channel fragmentation.  So traditionalists who’ve kept their head in the sand over our evolving media world need to wake up fast.  Especially after those numbers-nutty statisticians at Nielsen released new data last week showing a direct correlation between video exposure both on TV and online and a tremendous increase in message effectiveness.

Focusing on direct-to-consumer drug advertising, the study proves the efficacy of integration and cross exposure in dramatic fashion.  Despite sounding like the most wonky of buzzphrases, “cross-platform media synergies” stands as the single greatest way to impact media effectiveness, particularly given the way we consume information.  Nielsen believes  TV has unparalleled influence early in the decision cycle,driving consumer awareness and interest, and creating desire.  The Internet then provides engaged consumers with more in-depth information about product specifics, along with opportunities for couponing and even the actual purchase.

The real lesson here is the same one we learned in grade school, the same one espoused by all sorts of religions: play well with others.

Some day we’ll actually take that one to heart…

By Dennis Ryan, CCO, Element 79


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