Multi-platform advertising
Thursday, 08, May 2008 10:58
Half of the UK's "tech-savvy" population browse the web while watching television, making combined marketing efforts the most effective, a new report suggests.
A study released by Thinkbox and the Internet Advertising Bureau (IAB) has shown that using television and online promotional tactics together creates 47 per cent more positivity about a brand than using either alone.
Furthermore, it revealed that people are 50 per cent more likely to make a purchase when the internet and television are both used to promote the product or service.
"The findings reinforce the need to ensure creative synergy between TV and online advertising and identify best practice for better effectiveness, which requires more than simply putting TV ads online," the study asserted.
Recently, the IAB published research conducted with PricewaterhouseCoopers and the World Advertising Research Centre which forecast that online promotional spending will overtake the amount spent on television advertising by 2009.
It noted that when promoting themselves online, firms are becoming more sophisticated in their use of search marketing and generating greater returns on investment through careful selection of keywords and more exact consumer targeting.