A new survey reveals that cross-channel marketing techniques increase the effectiveness of a campaign strategy.

According to research from the Nielsen Company, consumers that are exposed to brands on multiple platforms have up to 103 per cent more brand communication than consumers exposed to marketing on a single platform.

Furthermore, consumers and sales leads are more likely to remember a marketing campaign if they view and engage with it on multiple channels.

The study also found that premium in-stream video ads that aired as part of a full-length TV episode online generated significantly higher levels of ad recall and brand recognition than other internet video, display and standard TV ads.

When viewers pay more attention to a programme, they also pay more attention to the advertising that airs within that programme, the research concluded.

A recent survey conducted by comScore found that online TV viewers are willing to accept up to 75 per cent more advertising per hour than is currently programmed.

Related Topics: Business Data & Lists