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TV and Web ad dollars are not made equal: IPG

The distinction can spell the difference between a successful ad campaign and one which makes little to no impact on the consumer, reports VICTORIA HO

A TELEVISION commercial is not absorbed the same way when it is on the Internet, and your online dollars could easily go to waste if you do not consider the difference, warns Neeraj Gulati, director for social media, World Markets Asia at IPG Mediabrands.

IPG Mediabrands is a media agency...