Thursday, June 28, 2018, 2:47 PM ET|Posted by Will Richmond
A survey conducted by 4C and Advertiser Perceptions indicates that ad buyers are pursuing cross-channel campaigns but remain challenged by a lack of unified measurement. The survey, of 300 ad decision-makers in the U.S. and U.K., found that 75% are running integrated campaigns, with 22% saying they intend to do so within a year, and another 3% saying they have no plans to do so. Video is a key catalyst in driving cross-channel as viewers fragment among platforms.
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