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NEW YORK Advertising on multiple platforms results in a significant increase in a campaign’s conversion rate measured by the percentage of consumers who actually purchase the product or service being advertised, according to new research by Integrated Media Measurement Inc.
The research, “Understanding the True Value of Multi-Platform Advertising,” also found that increased frequency yields better conversion rates.
“Until now, the value of a multi-platform advertising campaign was thought to be just an increase in reach,” said Amanda Welsh, head of research of IMMI.
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