Google launches tool it claims will increase return on investment of multiplatform ads

Google will today launch an online calculator designed to help brands and media agencies better understand the return on investment they are getting from advertising in a multi-screen world.

The tool is designed to help advertisers better understand consumer behaviour and the link between interactions and purchases.

“People’s purchases across different products and services is changing because of their use of multiple screens,” said Jason Pellegrino, head of mobile ads at Google Australia.

“Once we understand how they are using multi-screens, the question is the value of different interactions across various screens.”