[hidepost]Adam Armbruster uses the word, “Triangulation”, in his June 4, 2007 TV Week article Internet Contributes to TV Use, to describe how Internet and Television can reinforce each other and create something greater than their sum. As evidence, he points out that a recent Nielsen Media Research report suggests that viewer ad recall is 50% higher with a a triangulated ad campaign. He was using triangulation in the context of a television station that creates a web site that complements their local ad sales.

I have been looking for this word to describe a successful Local Content Strategy for years and triangulation or, maybe, polygonulation is the perfect term. The independent telco has the advantage of having paying subscribers. Telcos have the advantage of print (newsletters, bills, etc.) and retail (office, community events, etc.).

Armbruster also points out that DVRs are actually increasing the amount of television people watch by 12 percent. He states that, “DVRs are bringing high income consumers back to television in droves.”

Lastly, he points out, what we already know that all of these elements (retail, print, online and television) should be integrated into one campaign and integrated as much as possible with the sponsors’ web and print materials.

Note: The article does not appear to be archived. This is where it is supposed to be posted, http://www.tvweek.com/special-reports/print-edition/?articleId=32055

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