By Natalie Mortimer

TV advertising is responsible for 44 per cent of media-driven Facebook interactions for brands, according to new research released today.

The ‘TV Response: new rules, new roles’ study from GroupM, commissioned by Thinkbox, examined different media channels’ effects on driving response and TV advertising’s evolving and sometimes hidden role.

Types of advertising response measured in the study were via e-commerce, bricks and mortar and telephone. The study identified the additional consumer response which was directly attributable to media investment over and above the ongoing base level of response which is the product of many historical factors, including previous media investment.

The study Read full story ›

Source: The Drum