A study conducted by TiVo Research and Analytics, customer research company dunnhumbyUSA and Comcast Media 360 tracked a cross-platform consumer packaged goods campaign conducted in November and December 2012 that used television, online display ads and online video ads. It then compared ad impressions with purchase data to gauge the effect of cross-platform advertising.
The study found that 62% of those who saw a digital ad had little to no exposure to messaging delivered via television, indicating that ads on the various channels were reaching substantially different audiences. Still, almost four in 10 people in the study saw the ads on both television and a digital channel, making up a substantially large group. Read the rest at eMarketer.
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