Cross Screen Measurement : An Imperative Solution

The advertisers are looking to drive effectiveness and efficiencies from their advertising campaign. An increasing number of advertisers are looking to integrate screens/mediums to attain better reach and frequency in order to increase their ROI. However the paucity of a reliable and unified measurement system has created roadblocks for the advertisers and marketers. Panel based measurement firms like Nielsen, comScore, Dynamic Logic have developed these measurement systems for the advertisers to measure the performance of viewed advertisements across both the integrated mediums. The benefits gained from such an approach would be better reach and frequency which will in turn have a positive effect on the ROI.