According to a study that analyzed the behavior of more than 2,000 Havas Media Internet users, the combined combination of advertisements on television and the Internet increases consumers’ recall of an advertising campaign by 10%.To carry out this study, the multimedia campaign that El Corte Inglés launched during the Christmas period last year 2009 was taken as a reference.The information from the study also concludes that the joint use of both media also contributes an 8% increase in spontaneous recall of the brand and a 5% improvement in image metrics.
In this sense, the results Bangladesh Phone Number List obtained through the Internet clearly reflect the impact and coverage of advertising in this medium. Specifically, this campaign reached 20% of users through YouTube, highlighting in this regard that more than half of them had had little or no exposure to the campaign itself through television.As far as age ranges are concerned, the reach of the campaign increased up to 27% in those users aged between 16 and 29 years.
The study also highlights the factor that reveals that the first contact that users through YouTube generates more effect than that received through television, converging the effectiveness of the two media from the third contact.
Relations between digital advertising and the Government intensify
The I International Congress on Advertising Regulation in Digital Media, held on Wednesday, February 24, brought together a wide range of national and international experts on regulation and privacy, such as Sebastian Muriel, General Director of Red.es; Kimon Zorbas, Vice President of IAB Europe; Nick Stringer, Director of Regulation at IAB UK; Roberto Campo, General Manager Spain Yahoo!; Juan Carlos Fernández, General Director of Consumer & Online at Microsoft; Bárbara Navarro, Director of Institutional Relations at Google; Juan Ramón Plana, General Director of the aea; Javier Ribas, Legal Area Partner at PwC; Stephan Loerke or Director General of the World Federation of Advertisers (WFA); Eduardo Riestra, Internet expert lawyer; Jesus Rubí,
The presence of the Administration was represented by Sebastián Muriel, General Director of Red.es, who presented the initiatives that are being carried out to promote new technologies among citizens and companies. In this sense, he made it clear that the Government is fully aware of the evolution and growing importance of advertising in digital media, something that was made clear by the following quote: “See companies that still doubt whether to invest in the Internet or not, I am concerned ”.
The Spanish Data Protection Agency (APD), present through its Deputy Director, Jess Rubí, expressed his point of view on the most sensitive issues that may affect the development of the digital advertising industry, while being open to listen to the interactive sector in order to receive its position on issues that affect regulation.The I International Congress on Advertising Regulation in Digital Media was organized by the Interactive Advertising Bureau (IAB Spain), with the collaboration of Google and the institutional support of Auto control and the Spanish Association of Advertisers (aea).