‘Nielsen: Cross-Channel Campaigns Aren’t Living Up To Their Potential’ – ‘Marketing Land’ Article
The latest article on ‘Marketing Land’ is titled “Nielsen: Cross-Channel Campaigns Aren’t Living Up To Their Potential”.
Ginny Marvin says, “A new Nielsen study suggests that integrated ad campaigns that incorporate exposures on both TV and online aren’t delivering any better results than when TV and digital campaigns are planned separately. The weakness, according to the study, lies in planning for online.
Online and mobile video viewing numbers are relatively small now, but as the report illustrates, digital video viewing is growing much faster than TV viewing and will only continue to catch up. We’re already seeing brands starting to shift ad dollars from TV to online“.
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