/// IAB: You’re Not Spending Enough on Digital

February 25, 2013  |  Media Week

Is your campaign digital enough? The Interactive Advertising Bureau this morning published a study by Nielsen that doesn't just tell advertisers to move more dollars online; it tells you how much to reallocate. The IAB further says that retention increases when you use the same creative across both digital and linear platforms, and that the order in which the viewer sees the ads matters. Ideally, a viewer will watch an ad online first, which will boost retention when the ad comes on the air. With funding from several of its members, the IAB has been able to amass enough Nielsen campaign data to prove pretty convincingly that moving up to 15 percent of your TV budget to digital can increase your reach by up to 3.4 percent for CPG clients and up to 6.2 percent for non-CPG clients. The study, called


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