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Incremental-Reach-Case-Study-Millward-Brown-11.05.17-1.pdf

🔗 Source: iabeurope.eu

📊 Size: 662 KB

📄 Pages: 7 pages

⬇️ Downloads: 45

Summary

TV viewing is no longer limited to the living room, with viewers watching across multiple platforms and devices, creating challenges for advertisers. Videology believes a holistic view of the video ecosystem, "Total TV," is necessary for optimal advertising outcomes. A Kantar Millward Brown study found that digital video complements TV, driving a 54% uplift in business effects, and Videology's research with a telco brand showed that digital video added 5.9% incremental reach to TV activity, which would have cost £200,000 more to achieve with additional TV TRPs. The study also found that Videology drove significant brand and product differentiation, with a 3.1% increase in total campaign association that the brand offers something different to other broadband providers.

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Description

TV viewing is no longer limited to the living room, with viewers watching across multiple platforms and devices, creating challenges for advertisers.

Technical Information

File Format: PDF
File Size: 662 KB
Pages: 7
Language: EN
Total Downloads: 45
Last Updated: 1 week ago

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