The ARF spells out how cross-platform marketing boosts ROI

Courtney Cowgill

Chris Bacon, EVP/Global Research Quality & Innovation at the Advertising Research Foundation (ARF), has some compelling numbers to help support cross-platform marketing strategies.

"If we can figure out how we can reallocate our current $196 billion - almost $200 billion - in ad spending across these platforms more effectively, we have the opportunity to increase the impact of that spend by almost $31 billion," he told delegates at the ARF West Conference in Menlo Park, California.

"It's a significant increase in our ability to drive growth."

These figures are based on the ARF's "How Advertising Works" research program, which looked at 5,000 campaigns from more than 35 companies in 45 countries over 12 years.