Interact 2018 – TV vs. DIGITAL: Everything you always wanted to know but didn’t think you could ask.
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a presentation by Marta Sułkiewicz, Chief Sales Officer EMEA & APAC and Emil Pawłowski, Business Development Director, Gemius.
In 2017 for the first time the share of digital media in global ad spending (41%) exceeded TV (35%)*. Digital and tv jointly cover 76% of global ad spending and are most powerful channels in marketing communication. Now, for the first time, it is possible to measure them in one study using single-source panel and the same methodology. Let us introduce our cross-media measurement for online, TV and radio, that is able to reveal the consumer journey with content & ads consumption patterns enriched by the online shopping behaviours.
*according to MAGNA / IPG.