The Advertising Research Foundation released a study at their “ReThink! Conference” to help businesses understand how much of their advertising budgets should be invested in digital media.

The How Advertising Works Today study hailed as “the most extensive industry study in more than a quarter-century”, spanned 5000 campaigns for 1,000 advertisers in 41 countries.

The study found that a budget with 78% placed on traditional media and 22% on digital worked best for audiences as a whole. For people aged 18-34, the most successful split was only slightly different, 71% and 29%.

In another study released by Cowan and Company, it was revealed that the 28% of ad budgets going to digital advertising is distributed relatively evenly between five components: display, social, search, video, and other.

The How Advertising Works Today study also revealed that the cross-platform message must have a common thread to be effective. In other words, their reactive digital campaign must deliver a message that is consistent with their proactive traditional broadcast campaign.

Note: Every industry and business is unique and different. We are not suggesting that it’s a “one size fits all” formula.  Consult with your media rep to determine your media mix strategy.