Television remains key for FMCG household reach, with digital adding limited incremental impact. Combining TV and digital advertising significantly boosts brand penetration for most studied products. A balanced media mix across both channels proves more effective than a skewed approach. Personal care brands achieve higher penetration with less frequent ad exposure. Non-skippable YouTube ads also outperform bumper ads for brand penetration.
Read more at the source
Disclaimer: The content of this post is sourced from external sites and is for informational purposes only. All rights and credits belong to the original authors and publishers.