Cross-Platform Measurement: The Death of Vanity Metrics? The rise of digital has forced many marketers to adopt an omnichannel strategy. Over the last decade or so we've noted a trend that indicates a reliance on "above-the-line" advertising for mass reach and "below-the-line" for promotion and activation. According to marketers - digital plays a different role somewhere in the middle of these two. We'd like to think that what sets digital advertising apart from others is undoubtedly the cost-effective means by which marketers can use hyper-targeting to reach their customers but often this is clouded in how digital advertising is measured. Likes, Follows, Video Views, and click-through rates. Contrary to popular belief, this is what sets digital advertising apart from ATL and BTL. However, you can have your cake and eat it! With multi-platform marketing should come multi-platform measurement.

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