Synergy between Offline advertising and Online ads
Deloitte's study reveals offline ads are less intrusive than online, yet digital drives higher ROI—the key is using both strategically together.
This post was written in 2007. Some details may have changed since then.
Hi guys,
i just read the article today about "print and digital need not to compete" and i find that quite useful.
Basically, according to Deloitte & Touche 's study, people in US find Above the line or offline ads less intrusive than online. This could be due to the fact that, people have been very familiar with all the forms of offline ads over the years and the excessive use of banner ads, dynamic banner ads on some portals etc...
You can take a look at the picture below:
As you can see, the number of respondents is 2,200 which is quite representative.
However, when it comes to drive more traffic to advertisers' website or measuring Return On Investment (ROI) focused campaign, online medium is the better choice in general, which totally makes sense.
The survey clearly shows the synergy between Above the line (ATB) ads and online ads.
The idea is line with what i mentioned earlier that marketers should have a more holistic approach using both offline (many different channels) and online (many different channels as well) in order to hit advertising objectives.
So far, i haven't found any similar article for Singapore market yet. However, the above article can serve as the guideline or general trend that hopefully Singapore marketing managers, directors will follow in the near future.
P.S: Sorry for the space between pictures, i guess Blogger has some issues.