In our prior post we reported some of the decision changing findings revealed by the Advertising Research Foundation (ARF) at the 2016 Re:THINK Conference. SMI data had already shown a bounce back to TV by brands who had seen ROI declines from switching over too fast to too much digital, and the consilience between ARF's 5000 cases ROI meta-analysis and the Turner/A&E/TiVo Research study nailed the truth that TV is still the king of the ROI hill and that brands need to create new budgets for digital/mobile/social/native rather than depleting TV to add these media. Yet it was also proven that each of these new media -- as well as traditional media -- adds to ROI built on a strong TV base.
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