Ad campaigns that incorporate cross-platform planning can achieve improved reach and lower frequency without incremental spending, according to a report from NBCUniversal.

In its September Cross-Platform Consumption Report, NBCU said that it aggregated results across several campaigns. It said that a schedule that is more balanced and optimized improves reach by 26% and lowers frequency by 18%.

Frequency measures how many times each individual sees an ad during a campaign.

NBCU said that live TV is still an important part of the media mix, but the traditional TV schedule must be reconfigured for the all-screen era.

If the advertiser shifts from having digital represent 2% of spending to 13%, reach rises from 33.6% to 42.3% and frequency drops from 5.1 time to 4.2 times.

NBCU said brands that invest in “multiple viewership pathways” also saw an 11% jump in awareness, a 12% gain in consideration and a bump of 14% in intent to purchase.

In one campaign, a casual dining restaurant was looking to drive foot traffic. Using just TV, it got a respectable lift in conversion. A plan calling for cross-platform exposure resulted in 75% better lift.

NBCU concluded its report with three recommendations for advertisers.

Rethink the focus on traditional TV screen, adopting new strategies that are fit for the all-screen era. 

Maximize reach by acknowledging the value of both linear and digital programming.

Invest in both linear and digital premium video to engage with more consumers and drive KPIs that deliver impact for brands.

ABC News has promoted Colby Smith to SVP, content and partnerships, where he’ll oversee the development of the news division across all emerging platforms, spanning editorial, product and audience development, as well as partnerships, distribution and marketing.

In that role, he’ll also work across the organization to identify and develop original programming opportunities for non-linear platforms and new digital video services, James Goldston, president of ABC News, said in the announcement.

Smith previously was VP of ABC News Digital.

Smith’s new, expanded role also follows a recent, digitally-focused partnership between ABC News and Roku that will see the free, ad-based The Roku Channel serve as an OTT launch destination for ABC News Live, a new 24/7 live linear news stream from ABC News. It also follows a hookup between ABC News and FiveThirtyEight tied to political coverage.

RELATED: The Roku Channel Tunes in Live and Linear News

Among other digital efforts, Goldston noted that ABC News has launched an app on Amazon Fire TV and hinted at an augmented reality capability that’s coming to ABC News’s iOS app. 

VideoAmp, a provider of multiscreen video and advertising technologies, has scored a $15 million series A round of funding led by Europe’s RTL Group, which also has interests in Clypd and SpotX.

Prior investors Anthem Venture Partners, Simon Equity Partners, Third Wave Capital, Wavemaker Partners, ZenShin Capital and a new investor, Startup Capital Ventures, joined the round.

VideoAmp, which has raised $17.2 million and was founded in 2014, said it will tap into the new round to accelerate development and marketing of its platform, which aims to bridge traditional TV with digital and OTT content through a mix of cross-screen planning, packaging and optimization technologies for advertisers and media owners.

 “Video consumption has changed dramatically. People are constantly shifting between apps across devices and now advertising can do the same with more precision,” said Ross McCray, VideoAmp’s CEO, ina  statement. “VideoAmp enables advertisers and content owners to transact across all screens seamlessly by focusing on data enablement for buyers and sellers.”

“VideoAmp fits perfectly into RTL Group’s digital strategy as it is complementary to our current ad tech businesses SpotX and Clypd,” added Rhys Noelke, senior vice president strategy, RTL Group, who will also join the VideoAmp board of directors. “For example, VideoAmp’s solutions will enable SpotX publishers to identify, target and optimize the same audience across multiple devices. The transaction with VideoAmp positions RTL Group as the first European broadcaster to invest in the increasingly important field of cross-field expertise.With this move into the digital space with VideoAmp, RTL Group strengthens the advertising technology arm of the recently created RTL Digital Hub.”

RTL has interests in 55 television channels and 29 radio stations and content production around the globe, including RTL Television in Germany, M6 in France, the RTL channels in the Netherlands, Belgium, Luxembourg, Croatia, Hungary and Antena 3 in Spain.