The ARF spells out how cross-platform marketing boosts ROI

This event report outlines various findings from the "How Advertising Works" study produced by the Advertising Research Foundation (ARF).

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...

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