Multi-Platform Advertising as a Global Phenomenon-Reference-Cited by-同舟云学术

Multi-Platform Advertising as a Global Phenomenon

Published:2018 Issue: Volume: Page:1-28
ISSN:2327-5502
Container-title:Multi-Platform Advertising Strategies in the Global Marketplace
language:
Short-container-title:

Author:

Yang Kenneth C. C.¹^ORCID

Affiliation:

1. The University of Texas at El Paso, USA

Abstract

Multi-platform advertising has become a global phenomenon. It is also widely known as cross-device, cross-media, cross-platform, cross-touchpoints, and cross-channel advertising. This book chapter provides an overview of multi-platform advertising in terms of its consumer platform usage behavior, global diffusion, emerging metrics, opportunities and challenges as perceived by major players, regulatory concerns, and technological developments. This book chapter offers the up-dated contextual information to allow readers of this edited volume to comprehend better the phenomenon of multi-platform advertising around the world.

Publisher

IGI Global

Reference50 articles.

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5. From Television to Multi-Platform

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