Ad Effectiveness Automotive Study

Key outtakes from the Automotive Campaign Ad Effectiveness study

  1. TV demonstrates its power to achieve broad audience reach – without TV in the mix cut-through would have been dramatically lower than the 50% achieved.
  2. TV and online are able to work in synergy to deliver impacts that neither could have achieved alone.
  3. The creative execution limits the ability of media channels to deliver on their investment.
  4. As a result there is no optimum media spend – i.e. no point at which there in incremental benefit in spending more (or less) on TV or online.

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