IAB Australia Cross Platform Case Study: Colgate

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.

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