Advertisers want to know everything about their audiences in order to develop the best message to reach them. But new research shows measuring those audiences via TV, mobile and the Internet is still a tough cookie to crack.
Panelists at the OnScreen Media Summit are sharing their audience measurement findings this week. They agree that they’ve made great strides in this arena over the past year, but they still have a ways to go before they can guarantee accuracy.
The biggest challenges may be understanding how users move from one medium to the next, and how often they are using two or more at the same time.
