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Currently, there are no objective methods for determining the proportion of a population exposed to a campaigns main video message/s across multiple channels, nor how many times each individual has been exposed.34 Indeed, it is difficult to objectively measure a single persons frequency of exposure within the digital sphere, and the decline of third-party cookies (see online supplemental file for definitions of online media tracking and metrics) will make this even more difficult.35 Supplemental material Given research showing objective measures of exposure via televised target audience rating points were typically strongly associated with self-reported campaign exposure,36 37 one solution is to conduct studies to validate self-reported exposure to digital campaign messages against objective digital metrics (eg, impressions, video ads served and completed video views).34 38 39 Other approaches include regular monitoring of population campaign recall under various media mix scenarios over time.31 40 Over recent years, the sharp rise in online content viewing and more expensive television airtime has driven an explosion in the use of shorter ads of 6 or 15 s, as well as ads that are skippable

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