Companies are increasingly looking to harness the power of TV and online advertising in order to raise customer response rates, an expert has claimed.

Eva Berg-Winters, senior manager and new media specialist at professional services firm PricewaterhouseCoopers, said as the two mediums move closer together, TV and internet marketing services could soon become "hard to distinguish".

Her comments come after research from ITV and the Direct Marketing Association found that using TV and online advertising in tandem boosts customer response rates by 175 per cent.

Elsewhere, a study by Thinkbox illustrated a rise in "two-screen viewing" in the UK, with 54 per cent of those with broadband connections saying they watch TV while surfing the internet every day.

Commenting on the Thinkbox figures, Amelia Toole of VCCP, the agency behind comparethemarket.com’s meerkats ads, said: "The best campaigns seamlessly weave on and offline together while making the most of the participation potential of individual channels."

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