Discover how cross-media measurement tools can revolutionise the way you track and analyse your marketing efforts.
Understanding Cross Media Measurement
Cross media measurement is a powerful tool that allows marketers to track and analyse their marketing efforts across different media channels. It provides insights into how each channel contributes to the overall success of a campaign.
By understanding cross media measurement, marketers can gain a holistic view of their marketing performance and make data-driven decisions to optimise their strategies.
However, there have been key challenges in the measurement space when it comes to cross media analysis, namely;
- Third-Party Cookie Depreciation: Regardless of Google's U-Turn on the phase out of third-party cookies, the industry widely agrees they no longer have the same level of reliability and advertisers still face a significant hurdle in tracking accountable user behaviour across websites. These cookies have traditionally been used for targeting, attribution, and measurement. Their decline necessitates alternative approaches to understanding user journeys and campaign effectiveness.
- Fragmented Media Landscape: The proliferation of digital channels—from social media platforms to streaming services—has created a fragmented media landscape. Advertisers must grapple with diverse platforms, each with its own metrics and measurement methods. Harmonising data across these channels becomes crucial for accurate assessment.
- Lack of Consistent Measurement Options: Advertisers encounter a lack of standardised measurement practices. Varying methodologies, definitions, and reporting frameworks make it challenging to compare performance across different campaigns and platforms. Consistency in measurement is essential for meaningful insights.
As a brand manager or marketing director, you rightly seek confidence in your ad campaign reports. Beyond mere click-through rates, true measurement involves several critical aspects.
What Critical Aspects should you be reviewing?
- Firstly, you need a holistic view of campaign impact: Effective measurement considers the entire purchase funnel. It assesses how different touchpoints—awareness, consideration, conversion—contribute to overall campaign success. Understanding the end-to-end customer journey is vital.
- Creative Diagnostics are just as important: Beyond quantitative metrics, creative diagnostics delve into qualitative aspects. How well does your ad resonate with the audience? Does it convey the intended message? Creative diagnostics provide actionable insights for optimisation.
- Meaningful Insights for Optimisation: Measurement should go beyond raw data. It should yield insights that inform future decisions. Whether it’s adjusting targeting parameters, refining messaging, or reallocating budgets, all outcomes should lead to positive actions.
The benefits of brand lift studies in the Cross Media Measurement Toolkit
When choosing cross media measurement tools, there are several key features to consider. Ideally brands will access a multitude of solutions that include features such as audience segmentation, attribution modelling, and ROI analysis. MMM is perfect for offering a long term outlook but what about in the short term?
That's where brand lift comes in - a brilliant leading indicator to advertising success in the short term allowing for nimble decision making and increased optimisation across digital channels.
Your cross media brand lift should also include the following:
- Single Source Cross-Media Exposure Technology: Work with a system that integrates data from various media channels into a unified view. By tracking exposure across TV, digital, audio and more, you'll get a comprehensive understanding of audience engagement.
- Passive Research Methodology: Rather than relying solely on active surveys, a passive approach captures real-world behaviour. This minimises recall bias and provides accurate data on actual media consumption patterns.
- Quality Assured First-Party Consumer Panel: A first party panel ensures reliable data through enhanced measurement accuracy and the reduction of dependence on third-party data sources.
- Expert Interpretation and Recommendations: Look for a solution that also delivers a team of experts translating data into actionable recommendations. Whether it’s adjusting your media mix, refining creative, or optimising frequency, you want the best guidance within your decision-making process.
Ultimately by simplifying complexity, this empowers brands to make informed decisions and drive future growth.
Case Studies: Successful Implementation of Cross Media Measurement
PepsiCo & OMD commissioned On Device to provide a ‘Always on’ solution that provided a view of PepsiCo's performance across 4 beverage brands which would help inform planning and future spend.
Their key campaign objectives were to:
- Measure overall shift in both brand and advertising awareness alongside consideration and brand associations.
- Identify where each media adds value alongside wider digital native advertising.
- Demonstrate how varying media combinations work together and how this varied for each brand.
Using our Cross-Media Measurement System, On Device measured exposure to PepsiCo's campaign across TV, BVOD, OOH, Social Media and Digital Media.
Results:
- Across Jul’ – Dec’ 2023, marketing efforts were successful in significantly moving the dial on brand salience and intent +3%pt increase in prompted awareness and +4% pt increase in purchase intent)
- Overall, AV channels drove visibility, whereas Meta and Radio were the most effective at building bottom funnel metrics
- More specifically, combinations of OOH & Radio or OOH & Social drove the largest uplifts at the lower end of the funnel, over indexing on brand preference (118 and 111 respectively) and intent (117 and 108 respectively)
In another example, a leading electronics brand commissioned On Device to measure the impact of their campaign that spanned 6 different media channels. Their key objectives were to:
1. Understand how the cross-media campaign worked holistically to drive brand metrics.
2. Identify which channels (and combinations of channels) were most effective at various points across the funnel
3. Understand which specific platforms were drivers of success.
Using a suite of methodologies and innovative tech, On Device passively measured exposure to the ad(s) across OLV, social, display, print, TV and cinema. With a channel-specific and aggregate approach (including the ability to assess overlaps), we analysed how the activity shifted brand metrics.
The results from the study demonstrated that:
- The mix of platforms drove overall impact - at the brand level and product level.
- Social had the biggest impact at the top of the funnel, driving +13%pt uplift in top-of-mind awareness.
- TV and cinema were most effective at shifting mid-funnel metrics - namely, brand perception.
- Cinema, TV and display had the biggest impact in driving uplift in brand consideration (+13%pt, +10%pt and +8%pt, respectively).
- Print and display had the biggest influence on call to action.
Future Trends in Cross Media Measurement
As technology continues to evolve, cross media measurement is expected to become even more sophisticated. One future trend expected is the integration of artificial intelligence and the integration of machine learning algorithms into cross media measurement tools.
Marketers will need to find innovative ways to measure cross media performance while ensuring compliance with privacy laws whilst building consumer trust. At On Device, we're proud to be at the forefront of this evolution with our brand lift measurement system and stand perfectly positioned to help brands accurately measure the power of cross media. To find out more, please visit www.on-device.com