The Brand-to-local playbook is constantly changing in a multi-screen and millennial-impacted world. This was one of the takeaways during the kickoff panel of the recent BIA/Kelsey BRANDS.

But in this quickly changing world, many longstanding brand goals persist. Reaching the right audiences, for example, remains a core campaign goal. The difference today is the tools available today to profile and target those audiences.

Like everything else, it’s a matter of adaptability to the quickly changing toolset and data — a theme consistent on other panels. The name of the game: Full funnel attribution that can be examined across screens and from online to off.

See the full session video below