Online advertising is particularly effective when combined with TV. Infopresse reports of a recent study by IAB Canada which is trying to understand the value added role that Internet advertising plays in the overall media mix.
Key findings were as follows:
For the campaign when TV and Web were used together vs. TV only there was a -
- 48% uplift in tagline association
- 16% uplift in key brand relevance metric
- 35% uplift in event sponsorship association

The Molson case study can be downloaded in PDF format.