Traditional media are more likely to make a positive impression and stimulate word-of-mouth advertising than digital media, according to When Advertising Works, a new study from Yankelovich to be released at the end of June.
Despite the hype of YouTube and viral marketing, traditional media still make a bigger impact than digital media, though the study found both effective in their own right. When Advertising Works contains hard data on the impact of ads across 16 different platforms of both digital and traditional media. The study examined digital-media platforms such as email messages, search engines, Internet banner ads, social-networking Web sites, video games and video- sharing Web sites. Traditional-media platforms that were studied include billboards, magazines, in-store ads, newspapers, radio and movie theater commercials.
In conjunction with media consulting firm Sequent Partners, Yankelovich studied all of the numerous situational factors that affect the ways in which ads make an impression on people. The result is an attitudinal database of more than 4,000 individual ad impressions and all of the situational factors associated with each. There has never been another study of individual ad impressions as comprehensive and detailed as When Advertising Works.
The biggest differences between media platforms are the situational contexts within which people are exposed to ads. This study quantified the impact of situations on ad impressions. The situational differences between traditional and digital media platforms account for the differences in the ways people view each, according to the study.
“Situational differences determine when advertising works,” explained J. Walker Smith, president of Yankelovich MONITOR. “Whether you’re using digital or traditional media, this study shows you how to get people to talk about your ad or buy your product rather than change the channel or turn the page,” Smith said. “Through a combination of descriptive profiles and comparisons as well as sophisticated linear models, this study shows marketers how to create advertising that leaves people with a positive impression. That’s the heart and soul of the study.”
When Advertising Works appears at a time when consumers are more difficult to reach, both because of today’s weakening economy and because of the vast amount of advertising consumers see every day. “We are confident that this study can help marketers make a more powerful and effective connection with their target consumers,” Smith said.
About Yankelovich, Inc.
Yankelovich is a leading consumer market research and analytics company that has helped marketers understand consumer values and behavior since 1958. The company has studied consumer attitudes, values and lifestyles for 50 years, creating cutting-edge expertise and the largest database of U.S. consumer attitudes and trends. The Yankelovich brand name is widely recognized by Fortune 1000 marketers as a leading source of consumer insights, particularly consumer trend data in the United States. Yankelovich consumer segmentation research and consulting services provide deep consumer behavioral expertise to marketers as well as actionable data to employ in targeted marketing strategies. Yankelovich merged with Henley Centre HeadlightVision in January 2008 and is now part of Kantar and the WPP Group. More information is available at http://www.yankelovich.com.
About Henley Centre HeadlightVision
Henley Centre HeadlightVision is Europe’s leading consumer trends business. We provide intelligence, research and consultancy solutions to blue chip clients around the world. Our mission is to help our clients create better futures. All of our work is informed by our proprietary global knowledge base of consumer trends and futures insights. We have a global footprint with offices in London, New York, Mumbai and Delhi and an intelligence network that spans over 28 countries. More information is available at: http://www.hchlv.com.
About Kantar
Kantar is one of the world’s largest research, insight and consultancy networks and part of the WPP Group. We help clients make better business decisions through a deeper understanding of their markets, their brands and their customers. Kantar brings together a diverse group of outstanding marketing insight and consulting companies – each an expert in their field who can work together seamlessly to help clients address business issues in an holistic and strategic way. Companies include Added Value Group, AMRB, BMRB, BPRI, Cannondale Associates, Center Partners, Glendinning Management Consultants, Henley Centre Headlight Vision, IMRB, Kantar Operations, KMR Group, Lightspeed Research, MVI, Mattson Jack Group, Millward Brown, Research International, RMS and Ziment Group. The Group has 22 companies operating in 70 countries worldwide. For further information, please visit us at: http://www.kantargroup.com.
About WPP
WPP (Nasdaq: WPPGY) is one of the world’s leading communications services groups, providing national, multinational and global clients with advertising; media investment management;’ information, insight & consultancy; public relations & public affairs; and branding & identity, healthcare and specialist communications. WPP’s worldwide companies include JWT, Ogilvy & Mather Worldwide, Y&R, Grey Worldwide, The Voluntarily United Group of Creative Agencies, MindShare, Mediaedge:ia, MediaCom, Millward Brown, Research International, KMR Group, OgilvyOne Worldwide, Wunderman, 141 Worldwide, Grey Direct, Hill & Knowlton, Ogilvy Public Relations Worldwide, Burson-Marsteller, Cohn & Wolfe, GCI, CommonHealth, Sudler & Hennessey, Ogilvy Heathworld, Grey Healthcare Group, The Brand Union, Landor, G2 Worldwide and Fitch, among others. Collectively, WPP employs 100,000 people in over 2,000 offices in 106 countries. For further information please visit us at: http://www.wpp.com
