Abstract:

Advertisers are increasingly integrating Internet advertising into their branding campaigns and engaging in research to help them understand how online and offline can be combined to create synergistic effects. Yahoo! and Dynamic Logic have partnered to help clients measure the separate and combined branding effect of different elements in their media mix, utilizing a methodology that isolates the effects of online and offline media components. Results from two case studies from the retail and packaged goods sectors demonstrate how online advertising can help build brands when properly integrated with offline media such as television, print, and cinema advertising. The campaigns in the case studies were measured using Media Synergy Studies, one of Dynamic Logic's CrossMedia research products.