How multi-platform campaigns drive reach and improve brand metrics

Maya Yegorova

Multi-platform marketing is an effective way to strengthen brand metrics and drive incremental reach, according to a study of over 400 campaigns by measurement firm Comscore.

Cross-media effects

This article is part of a series of articles from the WARC Guide to cross-media effects. Read more

Adding more screens to a campaign has a tangible impact on strengthening brand metrics, according to a new analysis by measurement firm Comscore.

To unravel the intricacies of cross-platform media behavior – and, indeed, measurement – Comscore reviewed over 400 advertising campaigns, and presented its findings in a session at the Advertising Research Foundation’s (ARF) 2023 AUDIENCExSCIENCE conference in New York.

“If you think about what the human experience looks like, and the amount of touchpoints and ways that...

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