ADvance™ | Case Study: Digital Advertising + Live TV Ad Effectiveness

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One very distinct way to give your advertising an attentive audience is Live television.  TV specials such as HairsprayMacy’s Thanksgiving Parade, and awards shows like The Academy Awards) do just that. E-Poll’s proprietary ADvance advertising effectiveness methodology gives you the critical information you need to measure the impact of live programming.

Methodology

Part 1: Respondents were recruited to watch a holiday special program live on linear TV with commercials and several branded integrations in the show itself. They evaluated their experience and response to the advertising in an online survey.

Part 2: Social media users who participated in Part 1 were re-contacted to complete an online survey. In the survey, they were driven to content on Facebook and Snapchat that was related to the holiday program they watched and included advertising and integrations with the same brands.

Findings

Takeaway: Exposure to related content online after watching a program on regular TV has a positive impact on viewers’ opinions on, attitudes towards, and intent to purchase brands.

Conclusion

E-Poll has combined 20 years of best practices in advertising research into ADvance, the new standard in ad effectiveness. Leverage ADvance to provide critical intelligence necessary to make adjustments to your creative elements, strategies, and sales projections.

Click here for more information about E-Poll‘s ADvance ad effectiveness solution.

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Resources

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