Source: Videology
Notes: Among those advertisers using a form of advanced measurement during Q2, some 28% requested a cross-screen analysis, per Videology’s analysis of 1.8 billion impressions delivered on its platform. That represents a significant uptick from just 4% seeking cross-screen measurement during the prior quarter, and comes alongside a sizable increase in the use of cross-screen campaigns, most notably for PC and mobile. The most common form of advanced measurement used by advertisers in Q2, though, related to brand metrics such as awareness and purchase intent (34% using), while others tracked offline sales (24%) and action metrics based on desired online behaviors (14%). (more…)