Here’s Why Agencies Have To Buy Online Ads To Go With TV Ads

Source: Business Insider October 1, 2011 (With research sourced form Nielsen)

Advertisers talk about the need to do cross channel marketing and publishers have caught on late to this. This chart is a message for publishers as to why they need to invest in cross channel delivery of content and advertising. On the plus side, this should make the job of online sales people for publishers easier as advertisers realize a significant uptick in awareness vs. with TV alone.

NOTE: “Online” in this study includes a broad array of mediums including mobile, PC and phone. I would still like to see what the overall yield is for total spend across all the mediums. If money is no object however, full cross channel and cross media advertising is the way to go for awareness.

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