July 16, 2015 - Event: Multichannel Marketing @ John Hancock presented by BrightLine

Measuring Multichannel Marketing

David Shiffman David Shiffman
Senior Vice President, comScore Marketing Solutions

Media continues to redefine itself as new platforms for consuming content emerge and as consumers viewing habits change to an on-the-go lifestyle. With these changes comes a need for marketers to understand where and how content is engaged with to better understand their audiences. There are several key challenges and realities of multi-channel measurement, and need-to-know key criteria for getting it right – from planning and buying to measurement and activation. Hear from digital advertising research veteran, David Shiffman, about how accurate measurement can lead better planning and execution of ad campaigns.

Advertiser benefits from improved cross-media data:

  • Evaluate media opportunities across platforms to inform cross-media investments
  • Understand combined and de-duplicated audience reach across TV and digital platforms, using a single, consumer-centric solution
  • Optimize the mix between TV and digital investments to effectively reach your audiences
  • Accurately measure total campaign delivery, including total impressions, GRPs, Reach and Frequency within and across platforms

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