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At the IAB annual meeting: Study shows digital boosts advertiser reach

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Phoenix—A new report from Nielsen Inc. shows that a 15% shift in media spend to digital will drive a distinct increase in advertiser reach across verticals. The Interactive Advertising Bureau commissioned the report, "A Comprehensive Picture of Digital Video and TV Advertising: Viewing, Budget Share Shift and Effectiveness,” and released the findings at its Annual Leadership Meeting here. The study benchmarked how TV schedules across key advertiser verticals performed as money moved to digital. Among the verticals studied were technology, automotive, retail, finance and telecom. “This study documents that brands need both online media, especially digital video, and TV to reach consumers effectively,” said Sherrill Mane, senior VP-research, analytics and measurement at the IAB, in a statement. “It's eye-opening to discover that viewers actually have an easier time naming the brand behind a TV commercial if they have had the opportunity to be introduced to the creative first on a digital screen. Marketers and media planners clearly need to start thinking about their digital buys—whether video or display—before they forge ahead with a traditional television buy, in order to optimize reach and effectiveness."
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