Study finds digital campaigns are more effective running in parallel with TV ads

Effectv this month released the findings of a new study conducted with MediaScience, “Digital Loves TV”, evaluating brand metrics and advertising perceptions for digital-only campaigns versus campaigns that include both digital and TV components.

According to Effectv, campaigns doubled the brand recall more than doubled when a digital ad was accompanied by a TV ad for the same brand. Viewers spent 3X more time with ads on TV and digital compared to digital alone. There was a 15% lift in purchase intent when ads aired on TV plus digital compared to digital alone.

“This study demonstrates TV advertising’s impact on consumer awareness of and attitude toward both established and lesser-known brands,” said John Brauer, Executive Director of Data, Insights and Innovation, Effectv. “TV is a trusted source of information, and pairing TV with digital video more effectively builds brand strength than digital alone.”

The study also saw that when a digital ad was preceded by a TV ad, the researchers observed a 12% lift in brand attitude, suggesting that TV provides a halo effect for digital ads. Additionally, digital ads were perceived to be less intrusive and less “annoying” after TV exposure.