Experienced marketers understand the importance of strong brands in driving sales and long-term business success and the role the diverse variety of media channels play in delivering ROI and enduring brand impact. In this research synthesis, IAB Ad Effectiveness council members highlight the benefits of multi-channel campaigns, provide evidence of why they are more effective, and offer guidance for creating and measuring successful multi-channel campaigns.
The contents of this guidance paper are not necessarily reflective of individual company policies, rather it is a collaborative effort of the members of the council to provide greater understanding to the market. Many thanks to these IAB Ad Effectiveness Council members for their contributions: Kantar, Nielsen, Bench Media, Ryval Media, SambaTV, IAS and Mutinex.
