Researchers’ Cross-Platform Challenge
Author: Marguerite McNeal
Marguerite McNeal is a staff writer for AMA Magazines and e-Newsletters.
If you’re launching a digital ad campaign, do you spend your marketing dollars on mobile, online, television or a hybrid combination? The decision grows more complex as consumers increasingly jump between devices to access content at their convenience. Cross-platform media consumption pressures marketing researchers to seek new ways to measure how people interact with content across and among screens.
©2013 Marketing Researchers/American Marketing Association
All Rights Reserved
View this content