One main thing continues to hold back the mutual desire on the part of advertisers, agencies and media companies for more cross-platform deals between TV and online video: the lack of a standard metric that will allow for easy comparisons for ad effectiveness.
That was the consensus of a panel at the multi-industry trad gathering (the ANA, 4A’s, CIMM, ARF) called the Cross Platform Media Summit in New York. Of course, given the focus on research, the conversation was naturally skewed toward the pressing the apples-to-oranges measurement situation, as opposed to say the obdurate silos that still exist between digital and traditional, though those walls have become thinner and more porous the last few years.
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