As you know I have been preaching the importance of the combination of advertising in mass media and activation in social media. According to new research from Nielsen, commissoned by Google, shows that advertising on multiple platforms substantially increases consumers ability to remember an ad campaign compared to when the ad is viewed on TV alone. For testgroups that saw the ad across all screens – TV, computer, smartphone and tablet – the ability to remember the brand jumped dramatically from 50% to 74%. But this is still all advertising. It would be fantastic to see the results of the test if the digital solutions activated people and made them participants – not only viewers, listeners and readers. Nielsen link