Business Insider just released a new report titled Why Cross-Screen Marketing Will Be a Game-Changer for the Mobile Industry. The report is just the latest indication that cross-screen marketing is ready for a boom.

The news that mobile is on the rise is by no means new, but what is new is the growing number of consumers who switch from screen to screen when completing a task — for instance 67% of consumers shop online on two or more devices.

“We already habitually move across four screens (TV, PC/Laptop, Tablet, Phone), and there may be another screen on the way in the form of smart eyewear or wrist wear.”

With consumers interacting with media and services across so many devices, marketers can reach them in a way that is just as varied or expansive.

“Audiences are increasingly becoming digitally agnostic. This means they are willing to consume the same content — perhaps presented in different manners — across screens.”

This report echos David Jones from Shazam, who on our blog earlier this year pointed to the growth of the “second screen” during TV viewing as a major opportunity for marketers to use mobile retargeting and TV companion apps:

When you look at these findings together, you have more than a trend – you have a tidal wave that points to mobile devices – both phone and tablet – as the ideal candidate to revolutionize a new category called “media engagement.”

Meanwhile, cross-screen marketing is achieving results.

The results of a recent Ad Colony study shows potentially massive gains for brands to expand on to new screens. Consumers exposed to cross-screen campaigns showed 6x the brand recall and 4x the purchase intent compared to those shown TV-only ads.

While the study above certainly shows promising numbers for cross-screen advertising, there are still many limits in the ability to attribute the success of advertising across devices. For instance, tracking cookies aren’t shared from device to device. This makes identifying and retargeting audience segments across devices can be very challenging.

“Every large player in mobile advertising is eager for solutions that will accurately attribute conversions that originate on one device but are completed on another.”

It is likely that because of a lack of end-to-end purchase attribution, mobile ads are probably vastly undervalued. Because brands can’t effectively measure the success of their mobile ads, they are placing lower value on these ads.

Meanwhile technology companies are scrambling to bridge the data gaps between mobile ads and purchases.