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Cross-Platform Ads Drive Engagement
Audiences develop stronger emotional connections to content and ad messages when they consume and interact with them across multiple platforms, according to new research by MTV Networks and Harris Interactive.
In total, more than 20,000 respondents aged between 13 and 49 participated in evaluating MTV Networks' programs, as well as competitive programs, networks and web sites.
Respondents were queried regarding specific ads they had seen on 'The Hills' TV show, online, and on multiple platforms. This included seeking and generating information regarding the program and various online behaviors both on and off MTV properties. A follow-up session was held with respondents recruited to participate in qualitative online chat sessions.
The study revealed that some viewers are significantly more engaged with the content than others. These viewers are more likely to remember seeing an ad, internalize the message and be motivated by it to share more about the content and advertising with others when compared with those who are less engaged. Increased purchase intent (up to two- and three-times) was noted among these viewers.
Marianne Foley, SVP Innovation Initiatives at Harris Interactive said the research shows that companies will need to adapt to changing innovations to drive brand loyalty. 'Advertising and marketing across platforms will drive consumer engagement. We are excited to be a part of this groundbreaking research.'
Web sites: www.mtv.com and www.harrisinteractive.com .
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