Erwin Ephron said in his book, Media Planning – “We use different platforms because they do different things.” Our body of work has enabled us to establish a deeper understanding of what those different things are and how advertising works across the many screens in today’s complex environment.
This presentation built upon the original presentation on this topic, presented at the 2014 ARF Audience Measurement conference (click here to view the event presentation). So much has changed since then. This webcast presented new, actionable principles based on new insights on continuing and emerging challenges in today’s marketing environment.
This webcast covered the following: