Optimizing Cross-Media Measurement with Social Benchmarks
March. 13, 2024 | By Abbie Baxter - DISQO
Social media is expected to account for one-fifth of global ad spend in 2024, rivaling TV and other digital investments in a brand’s media mix. However, the siloed social landscape makes it difficult to draw conclusions about campaign effectiveness for media spend optimization.
Today’s consumers don’t engage with media or make purchase decisions based on commercial messages in just one channel. To ensure a message is received, advertisers must meet their customers where they are and deliver relevant experiences across multiple channels. That’s why cross-media measurement has become central to campaign success.