Studies reveal the effectiveness of advertising on multiple platforms
smarter mix yahooMedia consumption is becoming increasingly fragmented, which means that integration across screens is more important than ever. However, Yahoo! researchers have discovered that most advertisers are still over-spending on traditional media---to the point of inefficiency.
So what's the right marketing mix across platforms? After the jump, find out how researchers say brands can increase purchase intent and brand favorability by more than 19%.
Yahoo! and Nielsen's joint study, "Cross-Platform Optimization: Getting to a Smarter Mix", revealed that shifting overinvested media to two platforms was the optimal smarter mix allocation. Similarly, a study by InsightsExpress reveals that multi-platform exposure benefits both brand favorability and purchase intent. In fact, average brand favorability and purchase intent was highest when consumers were exposed to ads across online, print and TV.
To learn more about optimizingRead More »from Infographic: How to Increase Purchase Intent by 19%