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
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