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Multi-Platform Ads Sell More Product

  • Adweek, Friday, June 27, 2008 9:45 AM

Compared to ads on only one platform, advertising on multiple platforms results in a higher percentage of consumers who purchase the product or service being advertised, according to new research by Integrated Media Measurement. Running ads more frequently also helps sales.

Amanda Welsh, research chief at IMMI, says, "This shows ads on multiple platforms get consumers to engage in the target behavior," of buying things, which is "more important than reach."

Consumers exposed to television ads for five movies had an average conversion rate of 5.52%, while consumers exposed to ads on TV and at least one other platform had an average conversion rate of 13.52%, per the research. That's an increase of 245%.

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