Thinkbox and IAB partner for joint TV/internet advertising study

UK-- TV and internet advertising bodies, Thinkbox and the IAB, are collaborating on a research project in the new year that will examine the effectiveness of using the two mediums together in marketing campaigns.

Qmedia has been picked to run the study, which will involve 3,000 online quantitative interviews, while ten households will also be recruited to keep ‘engagement diaries'.

Thinkbox chief executive Tess Alps said the initiative was “overdue”.

“We know that TV is at the heart of effective advertising campaigns, but little has been done beyond individual campaign analyses to understand and prove the synergy that we believe the combination of TV and online media creates,” she said.

IAB chief Guy Phillipson added: “At a time when convergence is becoming a reality, it is essential that we take further steps to understand today's consumer, and how marketers can best engage with them.”

Ad agencies are being encouraged to submit campaigns for the first phase of what is expected to be a multi-wave study, which begins on 4 January.

Laurence Bird, IAB's head of strategy and planning, said the partners were looking for “five or six” campaigns to kick off with.

Author: Brian Tarran

Related links:

Gritten to head Marcus Evans research division

Fall in TV ad revenues ‘crazy', says Thinkbox research chief

IAB launches cross media advertising engagement study