Brands leave their own character on television instead of using it where the impressions are
StatBrand & Creativity
Even brands that own a Fluent Device largely confine it to television. Among UK brands advertising on TV with a device, it appears in 63% of their TV ads but only 39% of YouTube ads, 39% of direct mail packs, 26% of Facebook ads, 24% of all Facebook content and 21% of tweets.
Source
Fluent Devices Case Study - Creativity & Effectiveness: Developing creative best practice for long-term growth in a multi-platform world (System1 Group) (2019)
System1 Group; Fluent Devices research led by Orlando Wood, IPA Databank effects measured with Peter Field
Slide 25, System1, all ads for UK brands advertising on TV with a Fluent Device, with Ebiquity, Picasso Labs, Facebook, Royal Mail, Twitter and YouTube
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