Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
ORLANDO, FL. — The future of cross-platform deals will hinge on value rather than price, new ways to measure the effectiveness of such multi-element media programs, and the emergence of “champions” to unite buyers and sellers behind cross-media ideas, according to panelists who debated the merits of cross-platform deals this morning at the American Association of Advertising Agencies ninth annual Media Conference.
“Price is the driving force behind these deals, and that’s not always the best thing for the client,” said David Martin, president and CEO of Omnicom’s PentaCom, Troy, Michigan.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in