The split is about 50/50, said Crystal Snee, Hill Holliday’s platform media manager. But for the majority of those clients, regardless of their mobile acumen, cross-screen activations are just starting to bleep onto their radar screens. The missing piece was cross-device analytics, Snee said.
“We tested cross-screen a little bit about a year ago, but we didn’t see the results we wanted to or the conversions flowing through on the back end,” said Snee, who noted that Hill Holliday clients were looking for clearer metrics on where and how consumers are absorbing advertising, and guidance on how to deliver the right message to the right device based on that information.
To that end, Hill Holliday jumped on board as a launch partner when cross-device vendor Tapad introduced its multiscreen analytics and reporting solution last week. Dubbed Campaign Pulse, the measurement tool aims to merge disparate data sources into a single dash, including device overlap, audience makeup, response rate, reach and frequency, path analysis and ultimate conversions wherever they may be happening, with the aim of tying it all back to return on spend.