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Cross-media measurement: a key element of media planning

Wout Ectors, SPYKE & Bart Lombaerts, SPYKE
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Advertisers are very well aware that it is not individual channels, but the consumer who must form the starting point of their media planning. In the resulting need for reliable cross-media measurements, they fortunately feel strengthened by the evolutions within the CIM. This is what Coralie Dalq (Alken-Maes), Annelore Van Hove (Delhaize) and Luc Eeckhout (UBA) explain.

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