Tracking response to TV campaigns can be difficult because there is not a tangible connection between the impression and the response (like a click through or cookied response online).
Nielsen tells us that some 60% of television viewers watch the tube and surf the Internet simultaneously at least once a month. To some observers, this suggests nothing more than a restless consumer brain and a divided attention span. But sophisticated marketers recognize that multitasking is enabling -- even requiring -- a powerful variation on direct response television (DRTV) called "brand response" advertising.
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