Multi-Screen Campaigns to Grab Half of Media Spend in 2016. What Will be the Key Drivers?

By 2016, 88% of client-side marketers, media sellers and agencies believe that integrated multi-screen campaigns will be very important for effectively delivering a marketing message, according to results from a study [download page] conducted by Nielsen and the Association for National Advertisers (ANA). In keeping with that outlook, respondents predict that multi-screen campaigns will comprise an average of 49.3% of media spend in 2016, up from 20% this year. Some attributes will drive that spending lift more than others. (more…)