Study shows TV ads more memorable when combined with online ads

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New York--TV advertising is more effective when used in concert with online advertising, according to a new study. The study, conducted by Millward Brown IntelliQuest on behalf of the Online Publishers Association, found that 32% of respondents were more likely to remember a TV ad when exposed to it in combination with an online ad, as opposed to 23% who had been exposed to just the TV spot. ``This research shows how powerful the 'brick and click' combination of online and TV can be for marketers,'' said Michael Zimbalist, executive director of the Online Publishers Association. ``TV advertisers who aren't currently including online in their media plans are missing an opportunity to boost the overall effectiveness of their campaigns.''
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