The Cross-Screen Marketing Ecosystem Explained


BI Intelligence

Mobile remains a fraction of ad spend for many large advertisers.

The question ad buyers have is whether advertising across screens can really help drive forward an overall campaign goal better than TV-only or traditional online campaigns.

A growing number of mobile ad industry companies are arguing that a cross-screen approach integrating mobile is more effective. They're betting that with an increasingly powerful cross-screen pitch they can sell marketers on mobile.
In a recent report from BI Intelligence, we take a deep look at cross-screen marketing, analyze how audiences are becoming increasingly screen agnostic, examine how cross-screen advertising can be made effective, dig into measurement and analytics techniques and problems, and offer a side-by-side comparison of the different mobile tracking technologies that are driving the boom in cross-screen marketing.

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Here's a brief overview of why cross-screen marketing is a game changer:

In full, the report:

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