IAB Australia Cross Platform Case Study: Colgate

Posted by IAB Australia On October 26, 2010 Research & Resources

The IAB, Dynamic Logic, MEC and Colgate worked together to provide a detailed case study to help marketers understand how a well planned cross media campaign can improve your return on investment.

Advertising campaigns which combine online, TV and print, can improve product awareness, purchase intent and ad memorability by up to a multiple of three.

The research, which was conducted for Colgate’s newly launched product Colgate WISP, found that while TV was effective, the multiplier effect of exposure to magazines and online in the media campaign delivered results that were greater than a single or two media.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.