What TV and social media must do to work in unison

Jon Reay

This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.

How should TV and social media be used to maximum effect?

This essay was commended by the judges in the Admap Prize 2017.

For more information visit the Prize page.

The greatest TV ads of all time have proven to be highly effective without social media. IPA Effectiveness Award-winning financial services examples include Barclaycard with Rowan Atkinson and Halifax with Howard. The Barclaycard ads helped the brand reverse a decline in market share and grow profits in a competitive sector. The Halifax ads led to a 150% jump in sales and 43% rise in profit per current account...

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