Despite the fragmentation of audiences across devices, advertisers continue to invest dollars in single platform silos more often than not. But the metrics show that this structure misses the tremendous opportunity for more effective and impactful advertising that multi-platform offers. Nielsen’s Chris Louieshows how some leading media buyers and sellers have pursued truly integrated multi-platform models, and how they are realizing significant impact to their effectiveness and the bottom line. We will explore the questions, barriers, and opportunities for multi-platform advertising and suggest a framework for effectively planning and measuring the performance of truly integrated campaigns.
Chris Louie, Vice President Product Leadership, Nielsen