Ad Age: KIMBERLY-CLARK, COLGATE REPORT ONLINE AD SUCCESS

Kimberly-Clark Corp. and Colgate-Palmolive Cos. both report that adding online components to the mix for two test advertising campaigns substantially increased brand awareness for their products.

The results of the efforts were released as part of a cross-media optimization study program sponsored by the Interactive Advertising Bureau and Marketing Evolution, a research consultancy. The studies are co-funded by the marketers and IAB member publishers.

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By boosting its online spending, Kimberly hoped to supplement the light reach of TV and complement magazine advertising. The combination of print and online advertising helped raise brand awareness among its target audience for SoftPack from 34.7% to 42.7%; brand image by from 35% to 41.8%; purchase intent from 24.2% to 34.0%; and bundled trial intent from 43.9% to 55.7%, according to the company.

Nice to see that the big guys are realizing what we have known all along.

IAB Press Release