Why cross-media campaigns are essential in the age of fragmented attention

Evaluates the impact that Facebook has on campaign effectiveness when used in tandem with out-of-home and television media.

Whether at home or on the go, today’s consumers are faced with more content choices in more formats than ever before. Attention for digital platforms and mobile devices is fragmented.

Advertisers must contend with this new complexity to ensure the effectiveness of their spending. As audiences continue to disperse, it is becoming increasingly necessary to optimise for consumption behaviour across a wider range of media. Marketers a

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