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At no surprise to anyone in the marketing industry, campaigns must run through multiple channels to have a chance of making an impression on their audience.  From buses and billboards, to social media platforms and reputable websites, and everything in between, there are countless ways a person can come across and interact with advertising efforts.  So how exactly can advertisers simultaneously monitor the delivery and performance across all of these channels in a meaningful way?  More importantly - how do marketers account for the fact that these channels work together and create synergy?