360 Degree Advertising: Measuring ROI at different consumer touchpoints

Julian Dobson and Fiona Blades

Fiona Blades of MESH Planning and Julian Dobinson from BSkyB presented together at Warc's conference on Advertising Research asking how advertising budgets have traditionally been allocated across different media channels and how should we evaluate channels in 360 degree communications planning? Also covered are measuring the cost across the digital media mix and through cross-media metrics, ROI across each brand touchpoint for a more integrated analysis and using collaborative and joint industry approaches to help move the process along faster.

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