The Incorporated Society of British Advertisers (Isba) has completed a proof-of-concept project for a cross-media measurement that will help marketers better understand marketing campaign performance sprawling across TV and digital – an increasing requirement as video spills across social and addressable mediums as well as linear TV.

Advertisers are often lamenting the lack of a standardized approach to video and display measurement or a common measurement approach across media, the downside to people being able to reach more varying screens than ever before.

In response, Isba’s ‘Origin’ has been tested in “real-life” scenarios and will help present an accurate estimate of campaign reach across multiple platforms. This involves the challenge of deduplicating the coverage and frequency of each ad – in short, understanding how many times consumers may view ads across different devices and ecosystems using a Virtual ID model.

To get to this stage, there were two levels of test. The first involved the implementation of panel-based TV data into the system, then there was the application of the model across TV and digital, consolidating apples and oranges for a clearer view of campaign performance.

Isba said: “Performance in both tests exceeded our expectations.”

With verification from the World Federation of Advertisers (WFA), it can now look to roll out the scheme.

Speaking to The Drum, Joe Lewis, Origin research director, underlined the importance of the project: “True cross media measurement will drive benefit to consumers through a better experience of advertising and better value for advertisers through improved effectiveness and efficiency in the media marketplace. Without it, marketers are not able to truly evaluate their marketing activity.”

Over the course of the project the biggest challenge has been in getting numerous data points collected across numerous media with differing objectives to combine and display “meaningful information and doing so in a fair and objective manner that is open and transparent.”

This means drafting tech, data and audience experts into the project that will trial next year and ideally launch in 2024.

Lewis points out that the work is “a global first,” but adds that the NA in the US is also conducting trials in line with the WFA framework.

He believes other markets will keenly adopt what comes from Origin’s “UK blueprint.”

Bobi Carley, Isba head of media, added: “For marketers the holy grail of true cross-media measurement is not a nice-to-have, it’s a must-have. This latest validation of Origin is another step towards making cross-media measurement a reality.”



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