A powerful mix – how people, TV and internet interact
Pete DoeAnalytics and Modeling, Nielsen Media Research, United States
Christian KugelDenuo (a Publicis Groupe Company), United States
BACKGROUND
Over the past seven years, interactive media has become an accepted and commonly leveraged part of the media mix. Advertisers' adoption of interactive has been driven by a number of audience behavior factors, including the pervasive trend of audience fragmentation across all media types, the increase of Internet adoption and the prevalence of fast, always-on (and often wireless) connections. But clearly a critical (if not thecritical) reason why...