Crossmedia and integrated concepts are moving the advertising industry. Experts agree that sensibly networked concepts offer added value that increases the benefit derived from advertising spend. Until now, however, there has been no solid evidence that would gauge and back up the effectiveness of networked communication. SevenOne Media has set up a new research unit with the job of doing background research into the entire area of networked communications and of accompanying networked campaigns with such research. This unit is working out concepts to explain crossmedia effects and develop methods to gauge them. Based upon them, it also offers advertising clients research to accompany their integrated campaigns.
Starting immediately, clients can refer to a broad-based study on networked communications
[in German]. This publication provides advertisers with sound results explaining and proving the mechanisms behind the effectiveness of networked communications. SevenOne Media has thus been able to present the first study of the German advertising market that deals extensively with the basics of networked communications. The central result is that sensibly networked campaigns are able to achieve demonstrably greater advertising effects. The added value and synergistic effects can be explained by the more intensive way people actually deal with the advertising materials they are given and, thus, the more profound way they process the information that results from it. The media transfer, i.e. the transfer of the recipients from the lead medium, for example TV, to the final medium, in most cases the Internet, is the required precondition for this.
The term networked communications refers to the implementation of marketing measures with a common thread of one advertising idea running through the various media genres, all of which are harmonized with one another in terms of the opportunities they offer for selection and the form in which the content is actually displayed. The networking offers active user leadership through the various media genres in use and has the aim of appealing to users on many levels and thus offering the consumer as well as the advertiser a highly specific value-added effect.
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