The 2x Cross Media Advertising Multiplier Effect

Author: Chuck Richard, Vice President & Lead Analyst

This report shows that in advertising and marketing, combining print, events, and digital is more effective than using any one type on its own. Examining our latest Ad Study data, we found a 2x cross-media effectiveness multiplier effect, and this report lays out its under-realized benefits for publishers, advertising executives, and those investing in media. Publishers are fighting to hold on to and grow their share of marketing spending in a metrics-fueled and increasingly fragmented market. Publishers who offer integrated solutions delivered across multiple media stand to gain additional clout and leverage with advertisers by citing the findings of this study. Advertisers will achieve higher ROI from investing in well-designed cross-media campaigns than by relying solely on search or any other single media method. Based on results of our 2010 annual Marketing & Advertising Study, this report includes:

- Analysis of cross-media effectiveness data from Outsell’s study;
- Takeaways for publishers on number of media types used, effectiveness ratings, and users’ ratings of the best lead sources;
- Examples of publisher and advertiser cross-media best practices;
- Essential actions for publishers and information providers to accelerate the awareness of the 2x cross-multiplier effect and the integration of it into pricing practices.

Open table of contents

Why This Topic?
Advertiser Data Reveals a 2x Cross Media Multiplier Effect

Cross Media Effectiveness Data Analysis
Takeaways – What the Multiplier Factor Data Tells Publishers
Number of Media Types Used
Takeaways – What the Number of Media Types Used Data Tells Publishers
Effectiveness Ratings and Top Three ROI Ratings Across Methods
Takeaways – What the Effectiveness and Top 3 ROI Data Tells Publishers
Information Users’ Ratings of Best Sources of Leads by Media Type
Takeaways – What the Best Sources of Sales Leads Data Tells Publishers

Comprehensive Supporting Studies

Takeaways – What the Third-Party Studies Data Says About Cross Media Multiplier Effects

Publishers and Advertiser Cross Media Best Practices

Cross Media Best Practices Examples

Cross Media Commandments
Essential Actions
Methodology
Related Research
Appendix

Tables & Figures

Table 1. Advertisers’ Ratings of Cross Media Campaigns vs. Single Media by Business Type and Size
Figure 1. Multiplier Factors of Cross Media Campaigns vs. Single Media by Business Type and Size
Table 2. Advertisers’ Ratings of Cross Media Campaigns vs. Single Media by Vertical Market
Figure 2. Multiplier Factors of Cross Media Campaigns vs. Single Media by Vertical Market
Table 3. Advertisers’ Ratings of Cross Media Campaigns vs. Single Media by Media Type Use Patterns
Figure 3. Multiplier Factors of Cross Media Campaigns vs. Single Media by Media Type Use Patterns
Figure 4. Number of Media Types Used by Advertisers
Figure 5. Effectiveness Rating of Methods for Lead Generation
Figure 6. Effectiveness Rating of Methods for Branding
Figure 7. Percentage Selected in Top Three ROI Methods by B2B Advertisers
Table 4. Best Sources of Sales Leads Selected by Sales and Marketing
Table 5. Best Sources of Sales Leads Selected by Industry
Table 6. Cross Media Factor Third-Party Studies and Reports, 2007-2010
Figure 8. Outsell’s Global B2B Trade Revenue Forecast – Media Mix, 2010-2014
Table 7. Forty-Six Third-Party Cross Media Multiplier Studies and Practices