Category: Product Description

New era of cross-media measurement

In September 2020, the World Federation of Advertisers revealed a new cross-media measurement proposal framework developed in partnership with major digital platforms. In this article you will learn what requirements a new solution has to meet and how AdoptoMedia can benefit advertisers on this matter.  Over time with the appearance of new communication channels, media mix has become very complex. Today companies promote their goods and services through a wide range of digital and offline channels, which complicates marketers’ task of analyzing the effectiveness of advertising activities. WFA considers accurate evaluation of cross-media campaigns so important that in partnership with digital platforms, including Google and Facebook it worked for over 18 months to create a framework that should stimulate a new approach to measurement. Large advertisers, agencies and other members of the marketing ecosystem also contributed to the process as consultants. Among them were advertiser associations: ACA (Canada), ANA (US), ISBA (UK), Union des Marques (FR), OWM (DE) and high-profile brands like Deutsche Telekom, Mars, Mastercard, Nestlé, PepsiCo, Procter & Gamble, The Coca-Cola Company, Unilever and others. Cross Media Measurement is crucial to achieve real transparency of media performance. Luis Di Como, EVP Global Media, Unilever Here are three reasons… Read more »

Our solution to the current ROMI challenges

Even though marketing technology is advancing, existing tools don’t fully match arising needs and challenges of the industry. There are still no universal measurement standards, so marketers around the globe are struggling to justify huge investments, which amount to $560 bln annually, according to A. Guttmann research. In the article we will cover the limitations of the current ROMI approaches, that McKinsey experts point out, and our capabilities for dealing with them. Due to users massively shifting to online and mobile content, a huge part of the marketing spend is allocated to digital channels. It’s a reasonable strategy, but what we do wrong is measure the results of such campaigns. We focus too much on short-term results and user-level data, that seem more accurate, just because the tools like multi-touch attribution allow it, and not always because it’s necessary. Personalized messages and near-time optimization are important, but we shouldn’t forget about the upper funnel and earlier stages of the customer journey. A large share of marketing spend goes into brand-building activities, but it is not so thoroughly analyzed or its performance is evaluated by the same standards as the lower funnel spends, which results in a false understanding of the… Read more »

Marketing technology to maximize your ROMI

According to a recent Gartner research, companies spend 12% of their revenue on marketing, and about a third of this money is allocated to marketing technology. It absolutely makes sense, because simply pouring money in advertising relying only on your experience or gut feeling will not necessarily give the results you expect. But with the right technology you don’t take any risks and find ways to cut spends and drive ROMI. The first step to an effective marketing strategy is high-quality and comprehensive data, because well-informed decisions based on statistics will definitely lead to success. The statistical tool that analyzes different parameters affecting past sales and provides forecasts for upcoming periods is Marketing Mix Modelling (MMM). Some important parameters it tracks are: Media types Effectiveness of online and offline channels Incremental sales MROI of different media types Seasonality Competitors’ marketing activities Implementing MMM is a wise choice not only for Consumer Goods industry, where the competition is high and brand loyalty is low, but for any large company that manages business in more than one region or country and promotes its goods and services through a wide range of media channels. With MMM you will be able to quickly and… Read more »

Media Measurement Tools

According to EXL Service, retail CMOs and marketing managers invest 8-10% of their sales revenue into marketing. An important thing here is to distribute this budget between different media channels in the most effective way and make sure that all the money spent pays off. What we need is metrics that accurately reflect ROI on a sufficiently granular level; unfortunately for now, media measurement is not keeping pace with business needs in this rapidly changing media landscape, shifting from TV to a multi platform video. On CIMM’s request, the current state of marketing/media ROI analysis was analyzed. The Coalition for Innovative Media Measurement (CIMM) is a group of content providers, buyers and sellers promoting innovation for Television, Internet, Mobile and cross platform audience measurement in the USA. Among CIMM members are CBS, Discovery, NBC, P&G and The Walt Disney Company. In this article we are going to provide a brief overview and comparison of two major tools that are currently used to measure marketing/media ROI, which are: Marketing Mix Models (MMM) Attribution ​ Attribution and MMM are different analyses that are implemented with the same purpose: to find out if the budget is right, how to fine tune the media… Read more »

Three Pillars of Procter&Gamble Ad Revolution

The debate about the transparency issues in the advertising industry has been gaining momentum recently, and it all started with Jon Mandel’s 2015 speech at the Association of National Advertisers’ (ANA) annual media conference. The following year, an independent research was conducted by K2 Intelligence LLC (“K2”) which showed that numerous non-transparent business practices, such as rebates and problematic principal transactions, had been taking place on a regular basis across the whole media spectrum. Numerous evidence suggested that some advertising agencies had taken advantage of their position failing to act in the best interests of the advertisers. The incident took an unprecedented turn in 2018 when the FBI had to intervene and ask the ANA and its members for cooperation. At this point, there is nothing conclusive yet, no accusations or charges have been put forward, but the FBI assumes there may be numerous potential financial fraud victims and wants them to assist in such a massive investigation, which might reveal offences far more serious than financial fraud like conspiracy and even racketeering. Such a scandal couldn’t go by unnoticed and very naturally caused some revolutionary changes in advertising industry, so companies started to take action. One of the world’s… Read more »

#RebateGate. The Advertiser-Agency Disconnect. Conflict of Interest. Part 3: Transparency and CheckMedia Solution

As we have previously covered here and here, the 2016 “RebateGate” proved to be a wake-up call for the advertising industry enshrouded in non-transparency, and uncovered the disconnect between the advertisers and their agencies in regards to the very nature of their relationship. The Association of National Advertisers, which commissioned the renowned K2 Intelligence Report, was quick to lend a helping hand to advertisers who found themselves at a loss as to how to cut their losses and recuperate. Published in July 2016 and updated to version 2.0 in July 2018, ANA’s template Master Media Buying Services agreement is part of the overall set of ANA’s Guidelines for best practice and is meant to serve as a blueprint for transparent regulation of the Advertiser-Agency relationship, ultimately aimed at rebuilding trust and confidence between the two parties. The advertiser-agency media management practices require full disclosure as their cornerstone principle. Seeing how many agencies have blurred the lines, the contract between the parties has to precisely define the nature of their relationship. Whether it be that the agency acts as the client’s agent or the principal in its own right, there should always be a contractually prescribed ability for the advertiser to… Read more »