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Thinkbox and IAB to Examine Joint TV / Online Campaigns
Television marketing body Thinkbox and the Internet Advertising Bureau (IAB) are to undertake a joint research project in the UK, to look at the effectiveness of using TV and online ad campaigns in tandem.
The project kicks off immediately in the New Year. Q Media has been commissioned to manage the initiative in close collaboration with Thinkbox Strategy Director David Brennan and IAB Head of Strategy and Planning Laurence Bird. Results are expected in the first half of 2008.
The research will examine the success of TV and online advertising - when used together and separately. Quant research will be conducted among an online sample of 3,000 UK respondents, while the qual element will employ engagement diaries in ten households; an online discussion forum and in-home observation to uncover how people use and engage with TV and online advertising.
Both bodies are inviting UK media agencies to submit campaigns to take part in the study. Tess Alps, CEO of Thinkbox said that while the organisations have examples of how both media work well together, 'it will be much better to have a body of evidence to prove this'.
Until recently, Q Media was part of the eq group, which was acquired by holding firm Optimisa earlier in the year (www.mrweb.com/drno/news7443.htm ). Web sites are at www.thinkbox.tv , www.iabuk.net and www.qmediaresearch.co.uk.
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