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Advertisers urged to combine online and TV marketing campaigns

Online advertisers should consider also using TV marketing to boost the effectiveness of their campaigns, a new report has stated.

Data released by Thinkbox and the Internet Advertising Bureau (IAB) showed that combining online and TV advertising significantly improves brand perception and increased the likelihood of purchase.

The study solely focused on the habits of the 'most tech savvy' 25 per cent of the population and so could indicate the way the general population will react in the future.

Overall, combining TV and online marketing resulted in 47 per cent more positivity about a brand and a 50 per cent increase in probable purchase.

Tess Alps, chief executive of Thinkbox, commented: "The whole is greater than the sum of the parts. TV benefits from the way online offers a means of expressing and exploring the desires and motivation TV creates.

"Online usage is not displacing TV viewing and it is time to celebrate the complementary of these two most powerful digital media."

The research also showed that 64 per cent of the group sometimes watched TV while simultaneously browsing online. ADNFCR-1536-ID-18582027-ADNFCR