Online to boost offline response?

I joined through linkedin a Cross Media Experts group. The conversations going on in the forum are pretty interesting. One of the discussions is about the efficiency of online advertising. Basically, we all agree to say that online advertising is highly measurable, targeted, potentially entertaining, that it allows constant optimization of the campaigns based on response rates and that it can have a synergetic impact on cross media campaigns.

Among the reactions in this online advertising thread, one approach was somehow disruptive

“Online comes in handy when vetting different creative executions for inclusion in press and other offline media. Step 1: Run a series of creative across a network. Step 2: Monitor response differentials across these creative. Step 3: Run with the most responsive in a press or outdoor medium. Response and interactivity information gleemed from online will go a long way to boost offline media effectiveness”

Is it a good idea to use online to test what will become your future offline campaign? What’s your opinion about that?

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One Response to “Online to boost offline response?”

  1. Michel Says:

    I believe it can be effective especially when you are still studying your targeted audience. You then need to have a very broad range of viewers. Let’s say you run a campaign over network, and after some time you optimize it. Every single step in this process you need to measure the results. This is a very effective way to make a good definition on who your targeted audience is. But again, you need a very broad network to get this effectively done.

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