Clients and media agencies can expect a 16 per cent lift in brand recall when Inlink’s office media network is added to TV and online campaign schedules, according to a new study released this week.
Omnicom’s global analytics division BrandScience was commissioned by Inlink to study the impact of Inlink’s national office network across all major Australian CBDs.
The BrandScience data shows that with Inlink added to a television and online media schedule, brand recall increases by 16 per cnet. The study also showed that people’s intentions to visit websites increased by 26 per cent when adding Inlink office media. In addition, ad recall spiked to a massive 69 per cent when adding Inlink to television and online.
“We have always believed that our office tower media had a positive effect in amplifying the effectiveness of TV and online – now we know for sure,” said Inlink general manager of sales and marketing, Ben Baker.
“The 16 per cent increase showcases that the TVC is being reinforced on a contextually relevant format right before people reach their desks or head towards retail.”
He added, “It’s clear that if people are seeing the creative on TV and then in the office in which they spend an average of eight hours at their desk, the message sticks. Frequency drives response and office tower media is exceptionally high frequency.”
Kate Gunby, BrandScience director of business intelligence and analytics said, “We were excited to pull out the positive effect of Inlink within clients’ TV and Online media spends!”
The BrandScience study was conducted among an audience sample of 176 CBD workers who worked in buildings with – and without – Inlink’s digital media network present.