Harmelin Digital Contributor: Nick Walz
A research study by Kantar Worldpanel showed that people are more likely to purchase a product or service when they were exposed to Facebook and TV. The research showed a 29% uplift in purchases of products or services when consumers were exposed to ads from both channels.
What this means for marketers: In past studies, research showed that you should run Facebook in addition to TV buys because of the incremental reach and that user engagement spikes during premier TV show commercial breaks. Now, research shows that running traditional and digital media together will hit your core audience in multiple spots and times during an ad campaign, thus resulting in better results. Harmelin agrees with this approach and will continue to recommend cross-screen video strategies leveraging both linear TV and digital video together.