Online spend outstrips radio & outdoor ad spend..
.. and continues to grow unabated. While marketers are shifting ever-more of their marketing budgets online, little research exists on the ways different media interact. The joint research from i-level, Yahoo! Search Marketing and Hitwise sets out to illustrate the impact that offline spend has on online behaviour in three case studies.
The report reveals that an integrated marketing approach, combining both online and offline media, is effective in raising the level of brand awareness amongst consumers and for driving brand association.
