Research Now SSI has launched what it claims is the industry's first dashboard for gathering 'on-the-fly' insights about campaign effectiveness across all channels - digital, mobile, traditional and emerging.
The new Cross-Media Dashboard gives marketers campaign effectiveness insights for all media channels while the campaign is live, enabling decisions on spending adjustments to realise maximum impact and ROI. Its addition to Research Now SSI's existing ADimension Ad Effectiveness platform solution, it includes reporting on consumer engagement and exposure via linear TV, addressable TV, Over-the-Top (OTT) content distribution, print, radio, in-app and Out-of-Home (OOH) ads such as on stadium screens. While a campaign is live, advertisers can gauge the performance of specific channels or a combination of channels to determine changes that should be made in spend and overall channel selection.
Bob Fawson (pictured), EVP, Product Development, comments: 'Advertisers need reliable, quick data and insights on ad effectiveness to best allocate investment across new and traditional channels. In today's channel-rich, fast-paced environment, they also need to be nimble and approach advertising strategy iteratively. Our newly enhanced Cross-Media Dashboard combined with first-party research data is an unparalleled way for advertisers to realise significant improvements in campaign results and ROI'.
Web site: www.researchnow.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.