Summary
B2C marketers use media analytics to evaluate and optimize media and targeting strategies within specific channels, publishers, and distributors. Tried and true media analytics approaches, like analyzing reach across audiences or measuring recall for television ads, do not consider the explosion of emerging media outlets and consumers’ cross-platform consumption behaviors. Upgrading to an omnichannel media analytics framework that combines media performance and audience insights will lead to more precise predictive media planning, better ad management, more effective targetable audiences, and efficient cross-platform media spending.
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