Cross media research: Multichannel measurement

Sue Elms

This article shares some of Millward Brown's experiences in evaluating integrated communications.

Cross media research: Multichannel measurement

Sue Elms Millward Brown

Investment in cross-media research pays dividends in ensuring the optimum use of channels in maximising a campaign's ROI

This article shares some experiences from evaluating integrated communications and how that helps us add real value in terms of actionable insight to clients. By virtue of our client base, the campaigns we are commissioned to evaluate are larger scale and multimedia. Globally, all the cross-media studies we conduct generally include three to four media with a digital component in nearly all cases. Looking beyond bought advertising media, we usually pull apart...

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