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Combining both is more effective than either alone
Research by brands including Unilever, has shown that syncing TV and mobile ad campaigns results in increased metrics, such as awareness and purchase intent. Eka Sugiarto from Unilever Indonesia said that whilst “TV is still the medium to drive strong and efficient reach”, combining it with mobile provides marketers with an opportunity “to deliver both reach and effectiveness”. Whilst TV was shown to be far ahead of mobile when it came to increasing brand reach and awareness, it lacked the impact of mobile when it came to campaign effectiveness. Sugiarto added that the research showed that multiscreen campaigns gave better value to both TV and mobile marketing, with mobile seeing 50% more purchase intent compared to those who saw just the TV advert.
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