Large marketers can increase their reach by shifting dollars originally spent on television to the Internet, a study by DoubleClick has revealed.
The study showed that by dividing a campaign target audience into online and offline segments American Airlines and Subaru could increase their reach to younger prospects.
American Airlines found that to increase reach among its target audience, a planning scenario was developed which raised online spending from 5% to 15%. This led to a gain of more than 3 million consumers.
"The results of this cross-media study clearly show a way to more effectively reach portions of our target audience through an appropriate online allocation. This will give the media buy better load balance," said Rob Britton, American Airlines’ managing director for advertising, in a statement.
Subaru found that a 7% boost in online spending led to an broadening of its ad frequency exposure.
"By increasing our spending online through very targeted placements, we had the opportunity to better balance the frequency among our audience," said Richard L. Crosson, Subaru’s vice president for marketing. "Online advertising offers opportunities for highly targeted audience composition, a factor that can’t be excluded for successful media planning and buying."
"The study confirms that consumers can no longer be efficiently reached through television alone, highlighting online's important role in the media mix," said DoubleClick vice president Doug Knopper in a statement.
The New York online advertising services firm commissioned Nielsen//NetRatings and IMS to conduct the study.
