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Lack of tracking and common metrics seen as main barriers to multiscreen ad campaigns: report

A quarter of marketers are yet to execute campaigns across multiple screens, with tracking apparently the main issue that’s holding people back. 

New research from Undertone found that 59% of marketers and 68% of agencies say that difficulty tracking people across devices is the main barrier to implementing a multiscreen campaign.

A lack of common performance metrics is also cited as a key barrier to deployment by 59% of marketers and agencies.

Responsive design is a potential remedy to this problem, however the research suggests that knowledge of the technology is still quite limited.

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