Many brands are struggling to effectively operate across both online and TV video channels, Nielsen's advertiser solutions global head Randall Beard tells Beet.TV in this video interview.
"In general, clients either want to extend reach beyond TV using digital or use digital to maximise overlap," Beard says. "Very few players are doing it very well - we see most people achieving random duplication."
Beard was speaking during an interview at Beet.TV's Video Ad Effectiveness Summit. Nielsen measures brand uplift by using its RewardTV.com website to poll up to 6,000 consumers each day who watched shows containing certain ad breaks.
"We have the ability to tag ads - when people come in to the site, we know whether they have been exposed to a digital ad."
For more insights, watch the embedded video.
Disclaimer: Nielsen sponsored this summit.