Brands today are looking at a 360-degree channel approach to evaluate the efficacy of media to business. Empirically, marketers are now taking a closer look at the correlation of running an ad on TV to its effect on their web and mobile assets (including apps and direct-to-site), search, social, call centres and other sales channels. There is a halo effect, but the weighting needs consideration and appetite to test the scenarios.
In the past, when global studies were conducted between offline and online, results of being present on TV inspired a 30 per cent increase in search traffic on site. We know of an impact, and this time we went deeper.
Now, to take it a step further, we used Brand
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