Multiplatform advertising can be a much more effective way of getting marketing messages across than conventional advertising, the Internet Advertising Bureau (IAB) has said.

The trade association advised firms that when executed correctly, marketing strategies that make use of more than one platform can communicate to clients more powerfully than single platform strategies.

Sorcha Proctor, research manager at the IAB pointed out that using various media platforms together drives brand metrics “beyond what they can do in isolation”.

Research conducted by the IAB in conjunction with television marketing body Thinkbox found that 50 per cent of internet users regularly go online while they are watching television, enabling an immediate online response to TV advertisements.

The findings also showed that using television and online platforms together results in a 50 per cent increase in positive brand perception, as well as a notable rise in the likelihood of purchase.

Tess Alps, chief executive of the Thinkbox, said: “Online usage is not displacing TV viewing and it is time to celebrate the complementarity of these two most powerful digital media.”

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