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.
We have compelling evidence that advertising works best when it uses a combination of channels. Les Binet and Peter Field's research for the IPA demonstrates that online channels add a response element to every TV commercial which boosts their efficiency by a factor of almost four.
In the same way, creativity acts as a multiplier to media expenditure, so social used in conjunction with TV increases the effectiveness...