The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV

Abstract

This study examines the synergy effect of digital video advertising through television, mobile TV, and the Internet on general outcomes of advertising effectiveness. In a 3 (paired media conditions for ad repetition)×2 (product involvement) mixed factorial design, we examined empirical outcomes of the cross-media synergy effect.The results show that participants exposed to repetitive ads on paired media of television, Internet, and mobile TV have greater perceived message credibility, ad credibility, and brand credibility than counterparts exposed to repetitive ads from a single medium. The multiple-media repetition also generated more positive cognitive responses, attitude toward the brand, and higher purchase intention than the single-medium repetition. Finally, the cross-platform synergy effect remained robust for different levels of product involvement.