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IAB releases cross-media study

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New York--The Interactive Advertising Bureau released results of a cross-media optimization study, based on ad campaigns by Kimberly-Clark's Kleenex Soft Pack tissues and Colgate-Palmolive's Colgate Total toothpaste. The study, supported by the Advertising Research Foundation, found that optimizing the ad mix through use of cross media provides increased brand or sales impact ranging from 10% to 15%. The study was based on ad campaigns that included TV, print and online.
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