Research conducted by InMobi and Mindshare, in partnership with Unilever, indicates that brand campaigns deliver better results when delivered as integrated 'TV + Mobile' campaigns compared to 'TV only' campaigns. The multiscreen approach is seen to deliver significantly higher impact on stimulating purchase intent in consumers in addition to being more cost-effective as compared to 'TV only' campaigns. While TV delivers reach, it is not as effective in driving engagement with the brand especially on the experiential features of the product and on driving purchase intent, when compared to 'TV+Mobile' campaigns.
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