Online video: TV and web are an unbeatable team

A research project in Belgium for M&Ms shows the relative power of an online video addition to a TV spot.

TV and web are an unbeatable team

Bernard Cools

Research into response to ads for Mars brand M&Ms showed that TV and online video together boosted both awareness and engagement

In spite of its proximity with TV, advertisers do not often see online video advertising as an obvious complement to their TV campaigns. Reasons for this are diverse, but there is a general lack of knowledge about the effectiveness of this relatively new channel.

To help fill this gap, this article discusses the main findings of a case study recently conducted in Belgium by Mars, Microsoft and Space. The objective...

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