Overview
Only 39% of media buyers are confident that they know the reach and frequency of their cross screen campaigns. There is more demand than ever for agencies to directly link TV, CTV, and digital video campaigns to business outcomes, and it starts with the right approach to cross screen measurement and planning.
Michael Beach, CEO of Cross Screen Media, discusses what is possible for agencies in cross platform analytics, and where the industry could be headed. Michael also shares new results from research across agencies, brands, and networks on how cross screen spend and allocation is expected to shift in the coming year.
