IAR: "Net Ad Industry Pushes For Bigger Slice of Media"

The Internet Advertising Bureau released today the results from a cross-media optimization study.

"McDonald's, the first of the participating brands to release its figures, bumping up online spending — from 1 percent of the total media budget to 13 percent, for a two-week campaign to promote McDonald's new grilled chicken flatbread sandwich.

The findings indicated that while McDonald's traditional TV and radio campaign increased brand awareness by 187 percent during the two-week ad blitz, the extra 12 percent devoted to online yielded a lift of 232 percent."