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Unilever Finds Synching Mobile And TV Boosts Purchase Intent

  • The Drum, Tuesday, October 11, 2016 8:20 AM

Mobile ads that use data to target people that have seen a corresponding TV ad increased important post-awareness metrics, according to research by InMobi, Unilever and Mindshare. The experiment, which used the Ponds brand found that while TV was still king for reach and awareness, mobile added an experiential element that improved metrics such as purchase intent.

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