Upfront and personal: Social media and the new advertising ecosystem

This presentation looks at split screen media usage, finding that Americans increasingly use a smartphone or tablet device whilst watching television.
People are also using their devices to access social media more often, including an acceleration in simultaneous Twitter usage. Advertisers are increasing budgets for paid social media advertising and coordinating it with other online and offline advertising. Advertisers would like to use traditional metrics such as sales lift and brand lift to measure ROI, but feel media sellers fall short in their offerings....

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