The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV
We examined the synergy effect of digital video advertising. Ad repetition on multiple media had greater persuasive effects than a single medium. Multiple-media repetitions induced greater ad/brand credibility than single media repetitions. The multiple-media repetition yielded more positive cognitive responses. The cross-media advertising induced more positive attitudes toward the brand.
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