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> Openads: OpenX Advertising Insights: The importance of digital advertising in a multi-channel approach
post 8 Oct 2013, 09:34 PM
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A recent article by the Centers for Disease Control and Prevention (CDC) hailed its latest multichannel advertising campaign as a huge success after it encouraged a significant number of Americans to quit smoking.

The agency used a combination of television, radio and online advertising to reach millions of viewers with its graphic message. Ads featured individuals that had been adversely affected by smoking, offering testimonials of the real-life consequences for smokers and non-smokers, which motivated an estimated 100,000 viewers to quit smoking permanently.

The program ran for three months last year and shows the impact that digital advertising can have. More than 1.6 million people viewed the ads across multiple channels.

Companies don’t need to spend millions of dollars to convey their message. Digital advertising has the ability to reach select audiences and usually costs less than traditional advertising channels. The use of digital ads on the right websites can create a consistent and recognizable brand message that attracts and educates consumers.

The CDC’s campaign was successful because 80 percent of smokers were able to recall seeing the commercials. When online advertising is incorporated into a multichannel campaign, it completes the comprehensive coverage that makes advertisements more memorable.

The placement of ads can be an important factor in the returns on specific campaigns. With digital advertising, businesses are able to capture information about who is viewing and clicking on specific promotions. This data can be used to refine the placement and context of messages. Getting relevant information in front of the target audience ensures strong results on even small budget campaigns.

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