Kill Television and Watch Inquiries
Die with IT!
How Offline Impacts Online Media
Greg Gragg
Gragg Advertising
INTRODUCTION
 The way we purchase most products and services has changed as
well as media expanding the channels we are exposed to for products
or services of interest.
 We are still exposed to offline ads everyday that influence our
decision making process, e.g. TV, Outdoor, radio.
 Our theory: people are changing their purchasing habits: researching
online the messages and brands they are exposed to offline before
making a purchase decision.
RECENT STUDIES AND ANALYSIS
 Television’s influence over online brand impressions
 Television’s influence over paid search
 Total influence of offline media over online paid search
 Total influence of offline media over online brand impressions
TELEVISION’S IMPACT
An analysis of online search’s correlation to large
TV spends produced the following data:
 60-80% increase in searches for brand terms directly caused by TV flights.
 40-60% increase in searches for generic terms directly caused by TV flights.
 A well established brand with a high degree of awareness will see a smaller
jump in online traffic during a TV flight than a small brand.
 It stands to reason that larger budgeted TV ad campaigns will lead to a
bigger impression spike than a small one.
Source: Efficient Frontier, February 2011, Dr. Siddharth Shah
TELEVISION IMPACTS ONLINE IMPRESSIONS
This chart shows online brand impression volume for eight weeks
during a TV flight. One can clearly see that the impression trend is
very closely tied to the trend in TV spend.
Source: Efficient Frontier, February 2011, Dr. Siddharth Shah
HALO EFFECTS OF TELEVISION ON CLICKS
This chart shows the 2-week prime spike in CTR but an overall impact of up to 6
weeks associated with a large television effort.
Source: Efficient Frontier, February 2011, Dr. Siddharth Shah
TOTAL OFFLINE INFLUENCE
A recent consumer study revealed powerful insight
into offline media’s influence on online search
and conversions:
 67% of online users are driven to perform a search based on
company name, product or service name, or slogan as a result of
an offline message.
 39% of online searchers influenced by offline channels ultimately
make a purchase.
 Consumers report that magazine/newspaper ads (30%) and wordof-mouth (30%) are most effective in generating purchases.
 Most commonly used keywords: company name (44%),
product/service name (24%), and slogan (6%).
Source: iProspect Offline Channel Influence on Online Search Behavior Study, August 2007.
OFFLINE INFLUENCE ON ONLINE SEARCH BY MEDIUM
40%
37%
35%
30%
30%
25%
20%
17%
15%
9%
10%
5%
0%
TV
Print
Radio
Source: iProspect Offline Channel Influence on Online Search Behavior Study, August 2007
Billboard
GRAGG CASE STUDY 1 : IMPACT OF TELEVISION
Gragg Advertising ran an analysis of lead
submission data to determine what impact
television had on overall lead flow
Details of analysis
 Total lead volume: 56,031 leads
 Time frame: June 1, 2011 – October 30, 2011
 Data set: 4 national clients offering varied curriculum in for-profit education
GRAGG CASE STUDY 1 : OBJECTIVE
The objective of this expanding leads research
project was to determine the following:
 What impact does TV have on overall lead flow as well as online
lead flow?
 Is there a correlation between the number of spots run or time of
day of the spots run and the overall lead flow?
 Does said lead flow warrant the expense of TV for clients
interested in supplementing said lead flow?
GRAGG CASE STUDY 1 : STRATEGY AND RESULTS
Our strategy for purchasing TV and spot placement
 Heavy from Monday through Wednesday or Thursday
 Minimal placement on Fridays/weekends
Results
We were able to see that across a three-month period, in tier one and two
markets, clients implementing TV into their marketing campaigns have
increased lead flow which directly correlates with TV spots ran. This
remains true across the day of week as well as the time of day.
GRAGG CASE STUDY 1 : WEEKLY SPOTS VS WEB TRAFFIC
Online Leads
Total TV Spots
All Leads
Mon
Tue
Wed
Thu
Day of Week
Regression Ratio: 72%
Fri
Sat
Sun
GRAGG CASE STUDY 1 : TIME OF DAY
6000
5000
4000
Online Leads
3000
TV Spots (Mil. Time)
All Leads
2000
1000
0
1
2
3
4
5
6
7
8
9
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Time of Day, Military
Regression Ratio: 68%
GRAGG CASE STUDY 2 : IMPACT OF OFFLINE TOTAL
Gragg Advertising ran an analysis of lead
submission data from all media in order to
determine what impact offline media had on
overall lead flow
Details of analysis




Total lead volume: 135,710 leads
Time frame: January 1, 2012 – February 21, 2012
Data set: all clients (various media strategies)
Usage of Unique URLs, dedicated phone lines and
website dropdowns as well as sales verification via
sales representatives.
GRAGG CASE STUDY 2 : KEY FINDINGS
Overall, we found that 35% of all online lead
submissions were either directly or indirectly
attributed to offline media sources.
 As expected, television was the most influential
media with print a close second
 Interestingly, outdoor media (which included
billboards and “alternative” channels like movie
theater screens) was more influential than direct mail.
 Event-based marketing (open houses, career fairs)
had a decent influence on online submissions.
GRAGG CASE STUDY 2 : INFLUENCE BY MEDIUM
14%
12%
10%
8%
6%
4%
2%
0%
Television
Print
Radio
Billboard
Event
Direct Mail
GRAGG CASE STUDY 3:
IMPACT OF GOING DARK ON TELEVISION
Gragg Advertising ran an analysis of lead submission data to determine what
impact going dark on television had on overall lead flow
Details of analysis

Data set: First Set is Tier One Market and Second Set is Tier Two Market

Total lead volume: 4,964 leads

Time frame: 9 week period
GRAGG CASE STUDY 3 OBJECTIVE
The objective of this expanded leads research
project was to determine the following:

What impact does TV have on overall lead flow
as well as online lead flow?

Does said lead flow warrant the expense of TV
for clients interested
in supplementing said lead flow?
GRAGG CASE STUDY 3 RESULTS
We were able to see that across a nine week period,
in tier one and two markets, clients going dark
on TV saw a decrease in overall and online lead
flow which directly correlated with the weeks TV
did not run.
GRAGG CASE STUDY 3
TIER 1 MARKETING
700
Tier 1
600
500
400
Online
Offline
300
Total
200
100
0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9
GRAGG CASE STUDY 3
TIER 2 MARKETING
200
Tier 2
180
160
140
120
Online
100
Offline
80
Total
60
40
20
0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9
CONCLUSIONS AND TAKEAWAYS
 There is no cure-all. Employing a multi-discipline, integrated
strategy is the best way to maximize results in response-driven
marketing.
 Integrating online tactics with offline messaging is vital as more
and more people are driven to search for specific terms and
research products online.
 Offline promotional or branding campaigns should include
strategic, Search Engine Marketing strategies to maximize the
impact of your campaign.
 The need for easily remembered URLs and memorable keywords
in offline media is paramount to creating more branded searches
and ensuring proper lead tracking.
 To make the system work we must employ effective coordination,
planning and modeling (trackable URLs, tracking numbers, run
logs, tracking codes on all advertising) as well as productive A/B
testing.
YET QUESTIONS LINGER
 How should the online budget be spent when TV
flights are known in advance?
 What are the long-term branding effects of an
offline campaign and how can they be measured
online?
We are continuing our studies and will publish
white papers annually on our finding.
Currently we’re very excited about the current
outcomes and the relationship between offline
and online media.