Publisher inflexibility and client structure holding back cross-platform advertising according to Drum research
The development of cross-platform advertising is being slowed by the structure of client teams and the lack of suitable offerings from media owners, according to the inaugural Drum Market Insight report.
Launched in partnership with audience insight and data connectivity firm Acxiom, the Drum Market Insight – Cross Platform Edition report surveyed The Drum readership to understand the opportunities and challenges in implementing cross-platform advertising, and the current use of cross platform campaigns by brands.
The survey of 200 agency professionals found that 84% stated that clients are not currently structured in an appropriate way to deal with the demands Read full story ›
Source: The Drum
