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New research suggests that Internet can complement traditional advertising media
In a joint presentation to agency and corporate advertising executives, the Advertising Research Foundation (ARF), the Interactive Advertising Bureau (IAB), the MSN network of Internet services from Microsoft and researcher Rex Briggs have announced the results of groundbreaking new research. These validate the importance of online advertising. The exercise, which took a year to compile, examined the relative effectiveness of and synergies between online and traditional media advertising.
The research found that online advertising’s share in the media mix can have a significant increase in the effectiveness of an overall advertising campaign. With the support of ARF and IAB methodology, MSN commissioned award-winning researcher Rex Briggs of Marketing Evolution to examine the role the Internet plays in the advertising mix of a consumer package goods brand.
Although recent studies have proven that online advertising is an effective branding medium, the research marks one of the first times online advertising was studied in tandem within an overall advertising campaign and therefore provides more realistic results.
An official release states that until the results of the research, media planners and buyers often were challenged to quantify the benefits of increasing online advertising’s share of the media mix. The study is one of the first of its kind to measure the effectiveness of recent advertising campaigns by working with Unilever Home & Personal Care’s Dove Nutrium Bar in the real world and in real time.
Briggs conducted the independent, third-party study with Dynamic Logic Inc., a leading independent research firm focused on advertising effectiveness. Unilever, Web Marketing LLC and Mindshare were engaged in the analysis and assisted to ensure that all Dove’s online and offline advertising was properly accounted for and carefully tracked.
Here are some of the research conclusions:
1. The research suggests that CPG brands that increase their online advertising may result in increased key metric, such as brand awareness, brand attributes and purchase intent.
2. Higher online frequency boosts branding effectiveness. Specifically increasing the number of online impressions from six impressions to 12 impressions over six weeks can increase Dove Nutrium Bar’s overall branding effectiveness by 42 per cent.
The results of this research are considered valuable to the ad fraternity because they demonstrate that the Internet can dramatically improve a brand’s ROI on overall marketing when it is a significant part of the overall media mix.
Greg Stuart, president and CEO IAB said: “We believe this landmark research is so important that we have already gotten agreement from the entire IAB board and other members to conduct a Phase II study with more than 15 publishers and six major marketers.”
Rex Biggs works with Marketing Evolution. It is a marketing measurement consultancy focused on helping marketers increase overall performance offline and online. MSN claims to attract more than 270 million unique users worldwide per month. It also claims availability in 34 markets and 18 languages. Founded in 1996, the IAB is American industry’s leading interactive advertising association and represents companies that sell over 70 percent of online advertising. Founded in 1936, the ARF claims to be the pre-eminent American industry organisation in the field of advertising, marketing and media research.
MAM
Collective Artists Network reshuffles talent leadership
Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee take expanded roles in core division.
MUMBAI: Collective Artists Network just handed the talent baton to its homegrown stars because when your agents have been building careers this long, it’s time to let them run the show. Collective Artists Network has announced the next phase of leadership for its talent management business, elevating senior agents Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee to expanded roles within the division. The move strengthens the company’s foundational talent arm while it continues to grow into content creation and production-led ventures.
Each of the three has played a significant part in shaping artist careers across films, digital platforms and brand partnerships. Together they now represent the next generation of leadership for Collective’s talent operations, with a continued focus on long-term career building, strong partnerships and adapting representation to a fast-changing media landscape.
Collective Artists Network founder and Group CEO Vijay Subramaniam remains actively involved in guiding artist strategy and key relationships. He said, “Talent management has been the foundation on which Collective was built, and that philosophy continues to guide how we grow the company. As we enter this next phase, it’s important that the people leading this business have both deep context and long-term convictions.”
Collective Artists Network partner and head of talent Janahavi Rawal added, “Collective’s talent business has always been built on trust, long-term thinking, and a deep understanding of where artists want to go next. Fiona, Jinal, and Arjun have each played an important role in shaping the careers of the artists we represent, and this phase is about empowering our senior agents further while building the right support systems around them.”
The leadership evolution reflects Collective’s belief in promoting from within and creating clear ownership across verticals. In a talent world where yesterday’s agent is tomorrow’s partner, Collective isn’t just reshuffling chairs, it’s handing the spotlight to the people who’ve been quietly directing the show all along.
