Day: March 1, 2013

Digital more effective than TV ?

IAB studyAccording to Click Z; A recent IAB study has found that moving TV ad dollars to digital advertising can increase reach while lowering overall costs. IAB officials say that moving 15 percent of a firm’s TV spending dollars to digital ads can increase the reach of consumer-packaged goods (CPG) by over 3 percent in the 18 and over demographic. In non-CPG categories, the study found that incremental reach grew by over 6 percent on average in the same demo. “This study documents that brands need both online media, especially digital video, and TV to reach consumers effectively,” says SVP of research, analytics, and measurement at IAB Sherrill Mane. However is this true all the time ?  No Continue reading »

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