Closing the Gap

This original research from London Research in partnership with Catalyst and Xaxis explores where consumers are spending their time, and where advertisers are investing their media budgets. It reveals opportunities for marketers and brands to 'close the gap' through omnichannel strategies.

The research is based on extensive surveys with US brands and consumers, as well as interviews with companies including Georgia-Pacific, Clorox, Google, The Trade Desk, GroupM and Seagate.

The report includes the following sections:

• How consumer behavior is changing
  
• The gaps between consumer choices and advertiser perceptions
• The adoption of omnichannel marketing
• Recommendations

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