Multichannel strategy in 2014 – Cross-screen effectiveness

David Tiltman
Warc


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:

  1. 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.

  2. 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.