Cross-Device Campaigns and the Path to Purchase
The average American uses three or more devices to access the Internet throughout the day. For marketers, this means budgets for cross-device campaigns are on the rise.
Digital media budgets for cross-device campaigns have increased 24 percent from last year. And a survey conducted by Nielsen and the Association of National Advertisers suggests that U.S. marketers expect the share of their budgets allocated to multi-screen campaigns to increase 50 percent by 2016.
Multi-screen campaigns were defined as those that run during a similar timeframe across two or more screens including TV, computer, tablet, mobile phone and digital place-based media. Measurement is the biggest issue for multi-screen advertisers.
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