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Mobile Ads Work Hand-In-Glove With TV To Increase FMCG Purchase Intent

October 11, 2016: 12:00 AM EST
An advertising experiment that involved the Pond’s skin cream brand has confirmed that TV ads supplemented and reinforced by mobile ads are more effective in delivering “an experiential element” that improves purchase intent. Unilever worked with InMobi and Mindshare to test the hypothesis that multi-screen ad campaigns – TV plus smartphone – would be more effective than just TV alone in moving the skin cream product. The hypothesis proved correct: the mobile ad boosted purchase intent by 50 percent and interest in the product by 15 percent when the mobile ad was seen after the TV commercial.
Charlotte McEleny, "Synching mobile ads to TV creative improves purchase intent, finds Unilever", The Drum, October 11, 2016, © Carnyx Group
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