Multichannel strategy in 2014 – Cross-screen effectiveness
This article comes from Warc's Toolkit 2014 report, a review of the key challenges facing brands this year, and how the smartest marketers are responding. Download the full report
At a glance: Working across channels
Key arguments in this article:
Research projects into social media have struggled to isolate its impact. There can be a quantifiable effect when it is used for customer service; otherwise social is most effective as part of a broader strategy.
The rise of TV viewing on different screens gives marketers an opportunity to increase reach cost-effectively. However, there is no evidence that consumers exposed to ads on multiple screens are more likely to purchase a brand.