25% of marketers yet to execute a cross-screen ad campaign, with tracking issues cited as the main reason holding them back

One in four marketers are yet to execute campaigns across multiple screens, according to a study from Undertone.

The study, which involved over 574 marketing professionals from a diverse array of industries, also found that for 59 per cent of marketers and 68 per cent of agencies, difficulty with tracking audiences across multiple devices is what’s holding them back.

A lack of common performance metrics is also cited a key barrier to deployment for 59 per cent of both marketers and agencies as online consumption continues to fragment across multiple screens and devices.

“While the survey findings paint a picture of a market eager to deploy cross-screen campaigns, the challenges revealed are bound to slow this inevitable market evolution,” explained Cameron Hulett, executive director of Undertone in EMEA.

“With the pace of fragmentation across multiple screens and devices increasing at an exponential rate, marketers and agencies must embrace cross-screen advertising simply to keep up. And responsive design is core to reaching and engaging with today’s increasingly device agnostic consumer.”

Despite 74 per cent of marketers saying they are aware of responsive design, which works to deliver a seamless user experience regardless of the size of the ad slot or device, less than half (48 per cent) of agencies have ever heard of it.

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