Study: Online ads may boost awareness of TV ads ¿¬±¸°á°ú ¿Â¶óÀÎ ±¤°í°¡ TV±¤°í ÀÎÁöµµ »ó½Â½ÃÄÑ
A combination of online and television advertising raises viewers' memory of TV ads, according to a study that used a campaign developed by Austin, Texas, advertising firm GSD&M.
ÅØ»ç½º ÁÖ ¿À½ºÆ¾ ¼ÒÀç ±¤°í ȸ»çÀÎ GSD&M¿¡¼ ¸¸µç ±¤°í¸¦ ÀÌ¿ëÇÑ ¿¬±¸¿¡ µû¸£¸é ¿Â¶óÀÎ ±¤°í¿Í ÅÚ·¹ºñÀü ±¤°í¸¦ º´ÇàÇÏ¸é ½ÃûÀÚµéÀÇ ÅÚ·¹ºñÀü ±¤°í¿¡ ´ëÇÑ ±â¾ï·ÂÀ» ³ôÀÏ ¼ö ÀÖ´Â °ÍÀ¸·Î ³ªÅ¸³µ´Ù.
The Online Publishers Association undertook the study with Austin-based Millward Brown IntelliQuest in February, basing its analysis on GSD&M's project for the Air Force. The study tested recall and memorability of online and TV advertising -- alone and in combination -- following a single exposure to the ad.
¿Â¶óÀÎ ÃâÆÇ»ç Çùȸ´Â Áö³ 2¿ù, GSD&M¿¡¼ ¸¸µç °ø±º ±¤°í¿¡ ´ëÇÑ ºÐ¼®¿¡ ±âÃÊÇÏ¿© ¿À½ºÆ¾ ¼ÒÀç Millward Brown IntelliQuest¿Í °øµ¿À¸·Î ¿¬±¸¸¦ ¼öÇàÇß´Ù. ÀÌ ¿¬±¸¿¡¼´Â ¿Â¶óÀΰú ÅÚ·¹ºñÀü ±¤°í¸¦ µÑ ´Ù Á¢Çϰųª ÇÑ °¡Áö¸¸ Á¢ÇÏ´Â ¹æ¹ýÀ¸·Î ÇÑ ¹øÀÇ ±¤°í¿¡ ³ëÃâµÇ¾úÀ» ¶§, ±¤°í¿¡ ´ëÇÑ ±â¾ï·ÂÀ» Á¶»çÇß´Ù.
The study concludes there's a positive "synergistic" effect when TV and online ads are used in combination, according to a news release from the Online Publishers Association. In a test of day-after ad recall, those who had been exposed to both the TV and the online ads were significantly more likely to remember the TV ad than those who were exposed only to the TV ad -- 32 percent vs. 23 percent, according to the press release.
¿Â¶óÀÎ ÃâÆÇ»ç Çùȸ¿¡¼ ¹ßÇ¥ÇÑ ÀÚ·á¿¡ µû¸£¸é, ÀÌ ¿¬±¸´Â ÅÚ·¹ºñÀü ±¤°í¿Í ¿Â¶óÀÎ ±¤°í¸¦ º´ÇàÇßÀ» ¶§ ¸íÈ®ÇÑ »ó½Â È¿°ú°¡ ÀÖ´Ù´Â °á·ÐÀ» ³»·È´Ù. ÀÌ º¸µµ ÀÚ·á¿¡ µû¸£¸é ÇÏ·ç ÈÄÀÇ ±¤°í¿¡ ´ëÇÑ ±â¾ï·ÂÀ» Á¶»çÇÑ °á°ú 32% ´ë 23%·Î ÅÚ·¹ºñÀü ±¤°í¿Í ¿Â¶óÀÎ ±¤°í¸¦ µÑ ´Ù º» »ç¶÷µéÀÌ ÅÚ·¹ºñÀü ±¤°í¸¸ Á¢ÇÑ »ç¶÷µéº¸´Ù ±¤°í¸¦ È®½ÇÈ÷ ´õ Àß ±â¾ïÇÏ´Â °ÍÀ¸·Î ³ªÅ¸³µ´Ù.
¾îÈÖ ÇØ¼³ * synergistic : »ó½ÂÀûÀÎ, »óÁ¶ÀûÀÎ.
|