Networks Build Multiplatform Sales With Custom Metrics

摘要

While there is no industry-accepted standard for measuring multiplatform advertising, some networks are doing a brisk business in it anyway. Necessity is the mother of invention, and some metrics have been designed to plan and evaluate campaigns while others are being used as currency for transacting business. Jeff Lucas, head of sales for Viacom's entertainment networks, says putting together multi-network, multiplatform campaigns for clients is the most important part of business and will continue to grow.