Tag archives: iab canada

Tv + Web = winning combination

Online advertising is particularly effective when combined with TV. Infopresse reports of a recent study by IAB Canada which is trying to understand the value added role that Internet advertising plays in the overall media mix. Key findings were as follows: For the campaign when TV and Web were used together vs. TV only there was a - - 48% uplift in tagline association - 16% uplift in key brand relevance metric - 35% uplift in event sponsorship association The Molson case study can be downloaded in PDF format.