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Multi-Platform Advertising as a Global Phenomenon

Multi-Platform Advertising as a Global Phenomenon

Kenneth C. C. Yang
Copyright: © 2018 |Pages: 28
ISBN13: 9781522531142|ISBN10: 1522531149|EISBN13: 9781522531159
DOI: 10.4018/978-1-5225-3114-2.ch001
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MLA

Yang, Kenneth C. C. "Multi-Platform Advertising as a Global Phenomenon." Multi-Platform Advertising Strategies in the Global Marketplace, edited by Kenneth C. C. Yang, IGI Global, 2018, pp. 1-28. https://doi.org/10.4018/978-1-5225-3114-2.ch001

APA

Yang, K. C. (2018). Multi-Platform Advertising as a Global Phenomenon. In K. Yang (Ed.), Multi-Platform Advertising Strategies in the Global Marketplace (pp. 1-28). IGI Global. https://doi.org/10.4018/978-1-5225-3114-2.ch001

Chicago

Yang, Kenneth C. C. "Multi-Platform Advertising as a Global Phenomenon." In Multi-Platform Advertising Strategies in the Global Marketplace, edited by Kenneth C. C. Yang, 1-28. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-3114-2.ch001

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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.

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