FORT LAUDERDALE — If you advertise to reach an audience demographic in online video and in TV, you may think you have maximised your reach – but, if some viewers saw your ad in both media, have you overpaid?

Nielsen agency solutions MD David Hohman says new measurement tools like his own Cross-platform Campaign Ratings (XCR) are helping advertisers uncover this overlap.

“When you look at the results of XCR campaigns… what we’re seeing, more often than not, is random duplication,” he tells Beet.TV in this video interview. “The fact (campaigns are) not being planned together is part of that reason.

“If plan my TV buy and the digital guys try to ad on top of that, why shouldn’t there be anything other than random duplication?

“Bringing OCR (Online Campaign Ratings) normative data in to the planning process along with the rich television data we always have and making that available to plan … is going to help substantially.”

Hohman was interviewed at Beet.TV’s Beet Retreat annual get-together in Fort Lauderdale, Florida.

The Beet Retreat ’15 was sponsored by AOL and VideologyPlease find additional videos from the event here.