IAR: AstraZeneca Sees Brand Benefits from More Net Ads

In the latest example of the Internet Advertising Bureau's (IAB) serios of Cross Media Optimization Studies (XMOS), Astrazeneca was able to show an increase in purchase intent by increasing the proportion of online advertising relative to broadcast media. How much of this was due to the tweaking of the media mix, as opposed to media budget increases, and exactly what that media mix was remain uncertain, as Astrazeneca has chosen not to release as much information as previous XMOS participants.

Respected media researcher Rex Briggs, principal of Marketing Evolution, helped conduct the study. He said it shows that TV is less effective for high-consideration items. The Internet, on the other hand, excels as these communications tasks. The Astrazeneca study showed that the increased online media usage was able to push five brand measures, such as a favorable impression versus competitors, up 10 to 20 percent each.