Is cross-media measurement the holy grail of advertisers?
There’s extensive evidence to show that when used in the media mix, print is effective in boosting the success of other channels. The data shows that the more touchpoints used in an advertising campaign, the greater the ROI. In fact, the just-published IPA Databank Study 2021 shows that multi-platform news brands bolster the business of other media. And print’s impact can be considerable. For example, news brands make TV 61 per cent more effective, while they make social media almost twice as effective.