The Power of Repetition and Multichannel
Is your goal to increase awareness, launch a product, remind about an established product, change the perception, or perhaps increase sales during a specific promotional campaign?
The reach of the campaign (coverage-%) increases as the number of ad rotations is added. The opportunity to see the ad (OTS) increases almost in the same proportion. Especially with new brands or new products, multiple exposures are needed before the message gets through.
Advertising across different channels increases both reach and repetition. The content of the advertisement is better understood when it has been noticed in multiple channels. Advertising seen multiple times is perceived as intended for oneself, and it is considered interesting and useful. Multichannel engagement has been proven to activate action as well.
Print Repetition Research
With the print repetition study we investigate how the noticeability of advertising once vs. multiple times affects, among other things, brand awareness, increased interest, perceptions, and activation from the advertisement. We study campaigns that have at least 3 advertising rounds.
Digital Repetition Research
Digital Repetition Study (frequency study) investigates how repeated exposure to advertising affects ad awareness, brand recognition, perceptions, and activation. The research model compares results based on exposure frequency (e.g., respondents exposed to advertising 1-2 times vs. those exposed 3-5 times).
The Impact of Multichannel Marketing
The Impact of Multichannel Advertising – the research reveals how print and digital ads together affect outcomes compared to if the ad were in just one channel. How does being noticed in two or more channels influence the advertiser’s brand awareness, increase in interest, brand perceptions, or activation? What are the roles of different channels in campaigns?
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