CPG Brand Advertising In A Split-Screen World

It is Advertising Week in New York City. Of course AdPulp’s editor, publisher and contributing writers are nowhere near New York City, so let’s look to Bloomberg’s coverage for a moment.

‬Here is B. Bonin Bough of Mondelēz speaking to the impressed press about real-time marketing:

“We can raise the overall ecosystem and ROI of our our media,” Bough says. “We can raise the effectiveness of our television by participating in social or mobile activities at the same time.”

This integrated thinking lends itself to the idea that any rift between TV and digital is pointless. Brands who know, know how to do them both and apply the best metrics available to each, while keeping in mind that persuasion is an art.

According to a new study from TiVo, television tends to bring in new customers, while digital secures more sales from existing customers.

Television and digital are thus complementary in terms of both media and sales impact.

Here’s a Super Bowl ad flashback for you, one with Bough’s thumbprint on it.

Previously on AdPulp: Oreo Cookie Scores Social Media Win On Super Bowl Sunday, GoDaddy Heads To The Bank On Monday



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.