The Internet Advertising Bureau (IAB) has suggested that multiplatform advertising can be more effectively than conventional methods of promotion for e-commerce and other businesses.
According to the organisation, using two or more methods to reach an intended audience can produce better results for firms, such as online shopping websites, and the body singled out television and the internet as two possible media.
Sorcha Proctor, research manager at the IAB, cited Better Together research which focussed on advertising campaigns using consistent themes, characters and messages spread across TV and online platforms.
Ms Proctor explained: "The findings demonstrate how multiplatform advertising between these two media can communicate to consumers on a much greater level when done in the right way."
Research from Thinkbox and the IAB suggested a combination of television and online advertising can increase brand perception by up to 50 per cent, in addition to making purchases of the product more likely.
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