MAM
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.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
