TV And Online Ad Mix Generates Greater Recall, Says The OPA

The study, testing recall and memorability of online and television advertising, concluded that there is a “positive, synergistic effect” when TV and online advertising are used in tandem. In an ad recall test, those who had been exposed to both the TV and the online ads were significantly more likely (32%) to remember the TV ad than those who were exposed only to the TV ad (23%).

“This research shows how powerful the ‘brick and click’ combination of online and TV can be for marketers,” said Michael Zimbalist, executive director of the OPA. “TV advertisers who aren’t currently including online in their media plans are missing an opportunity to boost the overall effectiveness of their campaigns.”