New Research: Perceptions of Cross-Screen Advertising

| Industry + Technology

“Cross-screen” has become a buzzword in the digital industry these days—but how often are cross-screen campaigns actually being deployed? How are those on the buy-side and sell-side thinking about the benefits and challenges of executing cross-screen campaigns? What new technologies can help, and what awareness gaps exist?

To get to the bottom of this, we conducted a survey of marketers, agencies, and publishers. Some of our key findings are below; download the new whitepaper for more information and the full results!

 

CROSS-SCREEN ADVERTISING IS WIDESPREAD. The majority of advertisers and publishers have executed cross-screen campaigns—but a number of barriers to growth still exist.

PUBLISHERS SEE TIME AND COST INVESTMENTS AS KEY CHALLENGES. Many publishers aren’t planning to increase the availability of cross-screen campaigns—even in the face of significant demand—due to the time and cost investments required to overcome technical barriers.

EDUCATION AROUND RESPONSIVE DESIGN IS NEEDED. An awareness gap between marketers and agencies exists regarding responsive design and its benefits. But once those benefits are explained, marketers and agencies are overwhelmingly interested in responsive design as a cross-screen solution.

 

For a complete look at the research findings and methodology, please download the whitepaper.

Shawn is responsible for conceptualizing and implementing first party research to support Undertone’s display, high impact and video advertising products in response to market needs. Additionally, he oversees advertising effectiveness research for top clients as well as pre-planning consumer insights. Shawn holds a Master of Science in Biomedical Sciences from Albany Medical College and a Bachelor of Science in Biology from The State University of New York at Albany.

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