If marketers weren’t already moving big chunks of their budgets to digital, a recent IAB study provides even more reasons as to why they should.
Perhaps the most telling finding is this: According to the IAB study – which used Nielsen numbers – by moving 15 percent of TV dollars to digital advertising, an advertiser can increase their reach of consumer-packaged goods (CPG) by more than 3 percent.
In the non-CPG category, moving 15 percent into digital grew the reach by more than 6 percent.
The study also shows that running online video ads before TV ads air increases brand recall of that TV ad by 33 percent. Online display ads increased brand recall of TV ads by 25 percent.