An investigation into effectiveness of multi-screen advertising campaigns: An exploratory examination of Irish market in 2012-2016.

The effectiveness as a term was examined by academic researchers in the advertising field. However, the advancing form of the discipline implies that studies have been limited and number of major elements remain unsatisfactorily explored. The possibilities of advertising to generate data which examination can lead to improvement in the multi-screen marketing campaigns, and enable marketers to better understand and analyse results of specific campaigns. Mentioned issues are crucial components needed to develop and launch an effective digital campaign, however they stay underdeveloped. This thesis investigates the multi-screen marketing campaigns in order to examine their effectiveness in the digital world. The research methodology undertaken for this study represents a qualitative approach which implicates exploratory nature. In-depth, individual interviews were conducted in order to gain detailed answers in relation to complex issues presenting the experts thinking process and logic. The purpose of this study is to indicate a number of contextual and conceptual insights into new digital advertising discipline and to investigate the effectiveness of multi-channel campaigns and in order to deliver a point of reference for further studies to practitioners and scholars alike