MediaPost: Ford, Verisign, And Universal To Share Cross-Media Case Study Results

Early details given to MediaPost by the Internet Advertising Bureau on the cross-media studies conducted by Ford, Universal Studios and Verisign show interesting indications that a great deal of spending should continue to be done on television but that online media are often short changed and should be supported at higher levels. At least two of the studies showed that television impressions had a very temporary effect, much shorter than researchers expected, which required expensive advertising replenishment on a constant basis. In terms of return on investment, it appeared as though online dollars returned about twice the value as those from traditional sources.

Related story:
- IAB Study: Buy TV, then Some Internet