The case for online advertising gets stronger every time a study can show an identifiable increase in ad campaign performance. The Interactive Advertising Bureau of Canada points to Canadian Tire's Father's Day campaign as such an example.
Tracking shows that consumer awareness of the campaign was higher than similar past campaigns that didn't have an interactive component..
Canadian tire rep Terry Yakimchick explains:
We strongly believe in the integration of consistent themes and branding through all of our communications as well as our in-store customer experience.
IAB also has a best practices white paper available for download.
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