Synching mobile ads to TV creative improves purchase intent, finds Unilever

Mobile ads that use data to target people that have seen a corresponding TV ad increased important post-awareness metrics, according to research by InMobi, Unilever and Mindshare.
The experiment, which used the Ponds brand, sought to backup a theory that multiscreen campaigns would prove more effective for the FMCG brand. It found that while TV was still king for reach and awareness, mobile added an experiential element that improved metrics such as purchase intent.
Eka Sugiarto, Unilever Indone