B&T: Marketing analytics firm blows up the digital versus TV argument

Kantar Insights Division’s Global Head of Media Jane Ostler spoke at IAB Australia’s MeasureUp conference and has been quoted in B&T noting “the mine is bigger than yours” debate is not helping marketers. She says, “there is too much talk about channels used by marketers on an ‘either/or’ basis when the real focus should be on how to take full advantage of synergies offered by using multiple channels”. She also revealed data that shows integrated and customised campaign delivers 157 per cent better ROI than single-channel campaigns. Read the B&T article >>

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