TY - JOUR T1 - Leveraging Synergy and Emotion In a Multi-Platform World JF - Journal of Advertising Research JO - J Advert Res SP - 417 LP - 430 DO - 10.2501/JAR-53-4-417-430 VL - 53 IS - 4 AU - Audrey Steele AU - Devra Jacobs AU - Caleb Siefert AU - Randall Rule AU - Brian Levine AU - Carl D. Marci Y1 - 2013/12/01 UR - http://www.journalofadvertisingresearch.com/content/53/4/417.abstract N2 - The proliferation of media platforms raises questions among marketers about their relative value. This study tests a neuroscience-informed model of immersive-versus-flexible audience engagement and demonstrates television's heightened ability to sustain nonconscious emotional response over online viewing. Employing biometrics and eye tracking, 251 participants experienced 24 brands on television, online, or both. Findings indicate that brand advertising proved far more emotionally engaging when experienced on television alone or combined with online viewing. This emotional connection using both platforms proved strongest when the television program and Web site content were related. The results support prior research that demonstrates television's ability to engage and sustain emotional response. ER -