The cross-platform reality that both consumers and marketers exist in simultaneously creates a world of exciting targeting opportunities along with a whole host of measurement challenges. By deploying geo-location data alongside digital brand surveys, and linking ad exposure to device IDs rather than cookies, we can measure the true impact of cross-media brand activity, while maximising the return on brand impact for advertisers.
Google is a pioneer in providing innovative cross-platform solutions to billions of people across the globe, and expects similar levels of innovation from its data and insight partners. In October 2017, Google's launched a campaign to promote the Pixel 2.0 handset, running across numerous out-of-home billboard sites (planned by OMD), and digital channels (planned by Essence). As a consequence they required a raft of effectiveness research against which they could test, learn and iterate the branding impact of future campaigns.