According to a BIA/Kelsey Local Commerce Study, “The trend toward integrated campaigns running cross-platform is driving a lot of change both on the media planning/buying side and the media sales/marketing side.”
A lot of what’s driving this trend is the shift toward creating greater efficiency (leveraging existing TV creative) but also by solutions that make it easy to export TV spots to the web, as well as manage and monitor performance of those campaigns.
The opportunity to extend TV campaigns to the web bodes well for media companies and agencies alike that undoubtedly work together to deliver effective advertising for their clients. Now they can do it in a multi-platform way.
Filed under: Research and industry data, TV and Xspots
