The complementary role of TV and online advertising

William J Havlena

Bill Havlena, vice president of research analytics at Dynamic Logic, NY, puts the case for combining TV with online advertising.

The Complementary Role of TV and Online Advertising

Bill Havlena

How to increase the effectiveness of multiple-media advertising campaigns is a key question for advertisers and agencies alike. Answering this question requires an understanding of each medium's strengths and weaknesses, as well as how they operate synergistically. A key component of Integrated Marketing Communications (IMC) is evaluation and measurability (1, 2). Planning advertising across multiple media necessitates measuring the effectiveness of the media within specific campaigns and developing an understanding of each medium's potential impact.

Dynamic Logic has been engaged in the measurement of advertising effectiveness for cross-media campaigns for...

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