Adding Online to the Media Mix Helps Boost Important Campaign Metrics for AIM Trimark

Sixth IAB CMOSTshows Online can boost purchase consideration

Toronto, ON, March 7, 2006 - The Interactive Advertising Bureau of Canada (IAB), today released the results of its sixth Canadian Media Optimization Study (CMOST), completed with AIM Trimark and AIM Trimark's agency The Media Company. "We believe that the Online medium requires continued learning to explore proper budget levels and the effects of new and engaging tactics to improve brand awareness and brand attributes," says a spokesperson for AIM Trimark.

During Canada's busy RSP buying season, AIM Trimark employed a multi-media brand building campaign that included TV, Print and Online advertising. The campaign was initiated to increase awareness and favourability of the brand, while a CMOST study was conducted by the IAB to assist AIM Trimark in gaining insight into the synergistic effects between Online and traditional TV and Print media channels.

Key findings for the AIM Trimark study include:

• The addition of Online to the campaign worked in conjunction with TV and Print to generate the greatest increase in Unaided Brand Awareness for AIM Trimark versus the control cell.
• Similarly, while Aided Brand Awareness was increased as each media was added to the mix, the addition of Online to the media mix increased Aided Brand Awareness a full 18 points above the combined TV + Print score.
• In this study, frequency played a strong role in terms of increasing important brand metrics. In fact, 5-8 exposures to the Online ads over the two-month period of the campaign was found to deliver the optimal level of Aided Brand Awareness, when Online was added to the media mix.
• The addition of Print to TV significantly increased the campaign's ability to generate Brand Favourability towards AIM Trimark. The addition of the Online advertising at the low level of ad spend in this campaign had no effect on brand favourability in this case.
• The synergistic effects of TV and Print advertising channels significantly impacted Purchase Consideration. But, again, the greatest increase in Purchase Consideration vs. the control group happened when all media were combined - with Online increasing Purchase Consideration a full 18 points above the TV + Print score, when it was added to the mix.

AIM Trimark's agency agrees: "In collaboration with our client, AIM Trimark, we are happy to grow the realm of Interactive learning," says Maura Hanley of The Media Company. "We believe that with the inclusion of Online to the media mix, consumers are reached at a different contact point, allowing advertisers to communicate their message in an engaging manner that other media may not allow -- ultimately increasing the overall campaign results." About the Interactive Advertising Bureau of Canada (IAB): The IAB Canada (www.iabcanada.com) is the pre-eminent, national voice of the Canadian Interactive marketing and advertising industry, and is a not-for-profit association representing a membership composed of publishers, agencies, advertisers and interactive service associates.

Ongoing CMOST Studies
The purpose of the CMOST initiative is the development of a body of knowledge and best practices regarding the effectiveness of various approaches to Online advertising, specifically focusing on cross-media learning.

IAB's CMOST research is a unique program in Canada. The program is being managed by BrandSpark International on behalf of the IAB. To determine if your company qualifies to participate in future CMOST studies, or to get more details about this study contact:

Paula Gignac www.iabcanada.com 416-845-6994

Brent Bernie President comScore Media Metrix comScore Canada Inc. bbernie@comscore.com

Robert Levy Managing Partner Brandspark Intl. rlevy@brandspark.ca

The Interactive Advertising Bureau of Canada is the national voice of the Canadian interactive marketing and advertising industry, and is a not-for-profit association representing a membership composed of publishers, agencies, advertisers and interactive service associates.

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