• Broadcasting & Cable, Tuesday, May 10, 2011 4 PM

Want consumers to be truly engaged with your ads? Then combine TV and online messages. "Especially if Web content is related to the TV experience," using both will provide "maximum brand equity," according to a biometric study conducted by Innerscope for Fox Broadcasting, writes Broadcasting & Cable's Jon Lafayette.

Of course, Fox Broadcasting offers both Web and TV advertising -- so it is publicizing the study as part of its upfront presentation. Also interesting to TV folk is this result: When watching TV ads only, viewers were 38 times more engaged than they were when experiencing online ads.

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