Tag: cross-media measurement

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 »

Cross-media measurement tools

One of the topical problems in 2019 is digital advertising and cross-media measurement. Since there is a growing number of complex techniques and methodologies, but no unified approach, most companies lack expertise to deal with it. Here we cover various measurement tools and their cross-platform application. Created in 1997, Interactive Advertising Bureau UK (IAB UK) is a trade association, promoting sustainable development, the best practices and standards for advertisers, agencies, and media owners. Their goal is to address challenges the industry is facing and offer some solutions. Our article is an overview of the guide for marketers on best practices today that AIB prepared with MTM. Here you will find some useful advice on what models and techniques to use for digital advertising measurement within the environment of various media, both large-scale and more granular analyses. You will see how to combine them to your best advantage and create your own measurement strategy. There is no simple answer and solution to successful and effective advertising measurement because so many aspects need to be considered, like audience, media consumption, views, individual and combined performance of media channels, ad effectiveness and business outcomes. This article covers the last two aspects in the… Read more »