In an age where the phrase cross-media is used as a business development buzzword masquerading for innovation, the industry has eagerly awaited a solution that truly crosses the major arenas of ad spend: linear TV and digital. NCS Cross-Media Sales Effect On Audience Link—announced at ARF Re!Think 2017—is that solution, measuring the campaign’s results at the register, as always.
To understand the effectiveness of advertising across TV and digital (including mobile), it’s critical to be aware of the following:
- The unduplicated reach delivered by your campaign
- How each media contributes to sales results individually
- The synergistic effect of the combined media that drives higher sales
The insights revealed thus far through studying several Facebook campaigns show, above all else, that brand characteristics and creative have a major impact on cross-media synergy. In short: every media campaign is different so every measurement matters.