The Reach and ROI of Mobile and TV
Nik Shah, Andreas Bisping, Florian Renz and Stephan KnäbleFacebook and GfK Advanced Business Solutions
Digitization has complicated the business of media planning enormously, by opening up the possibility of reaching people on multiple platforms and devices, both online and offline. The fact that these varied touchpoints often interact and feed back on each other makes it even more challenging for marketing and media leadership to evaluate the impact and efficiency of each campaign and elements within a campaign.
Cross-media channel planning is becoming the industry norm but media planners need better...