UK Publishers Launch Cross-Platform Digital Advertising Study

Project will include 21 major publishers and 100+ brands

The UK Association of Online Publishers (AOP) will soon launch a comprehensive study to evaluate the effectiveness of cross-platform digital advertising, specifically the level of engagement across mobile, tablet, and desktop platforms. Performed in conjunction with Omnicom Media Group, the study will focus on 21 major publishers—among them The Telegraph and Guardian Media Groups, Dennis Publishing, IPC Media, Haymarket and Incisive Media—and 100+ UK media brands.

The study will begin next month with cross-channel ad campaigns for three major brands from Omnicom. The campaigns will include display ads, videos, and other multimedia formats.

Tim Cain, AOP’s managing director, told the Drum that this is the first cross-device project of this magnitude. "One of the biggest challenges for advertising at the moment is working out how to reach consumers across devices, and what’s lacking is how those different devices and the combination of them can create the best consumer response from a brand advertising point of view."

To measure campaign performance, AOP has partnered with digital advertising firm Celtra, who will create a dashboard for tracking metrics. Mobile 5 will provide all creative content for the campaigns.

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