• ClickZ, Wednesday, May 14, 2008 10:45 AM

Starcom Worldwide and its research and planning partner Strategic Oxygen are now using the digital channel to map engagement in cross-media campaigns.

Generally, such engagement mapping research focuses on digital media, but Strategic Oxygen builds media maps from roughly 40 online and offline media sources -- from TV to radio and RSS -- and measures how people connect those components together, says Michael Gale, Strategic Oxygen chief. "We track the way people consume complex information globally."

The purpose is to show advertisers how best to combine offline media with the online channel. "The more research and grounding we have...means we are not just looking at numbers, but understanding what's happening along the way," say Latha Sundaram, Starcom director.

Read the whole story at ClickZ »