How brands can maximise marketing reach across devices

Phil Sumner
Nielsen

Marketing Effectiveness

This article is part of a series of articles on marketing effectiveness. Read more.

Brands need to allocate their budget across their most efficient media partners, but marketers can only maximise reach if they understand how the relationship works across devices. This article examines reach in terms of the relationship between TV and digital - specifically mobile and desktop - and explains how these platforms can best interplay.

It is a truism that media fragmentation has created a headache for those buying and selling media, and for those companies like us who are responsible for measuring it. Twenty years ago, the world was a far simpler place for brand advertisers: TV was king and digital advertising was merely a 'fad'. Fast-forward twenty years and we know that digital advertising wasn't a fad, but TV is still king and although some budgets have migrated, its resilience is broadly steadfast.