Traditional methods of measuring TV ad exposure, such as Nielsen ratings, may not capture the full extent of an ad’s reach. However, cross-media single-source passive automatic content recognition (ACR) measurement offers a potential solution. In this article, we explore how FMCGs can evaluate the best technology vendor to tackle their cross-media audience measurement challenges with single-source passive ACR measurement.
This allows advertisers to see how many times an ad was seen and on what devices, giving them a more comprehensive picture of its reach. By providing a complete view of an ad’s exposure, it can help advertisers make more informed decisions about their media spend and improve the effectiveness of their cross-media and TV ad campaigns.
Despite its advantages, using single-source ACR for cross-media TV ad attribution poses some challenges. It requires a good panel and a solid measurement and weighting methodology with accurate deterministic data processing, which can be resource-intensive.
It’s common for FMCG marketers and researchers to hesitate in adopting new and unfamiliar measurement solutions. However, combining their current-in-use marketing mix modeling (MMM) technique with deterministic cross-media ad tracking, as a complementary solution, would revamp their cross-media campaign efficiency measurement. By comparing new ad campaign results to historical data, FMCG marketers and researchers, would be able to benchmark their findings while avoiding the risk of introducing methods that render their database useless and enriching their research with another tier of campaign rigorous analysis – very much needed in today’s fragmented media landscape. This approach would expand their advertising measurement options with new or cross-validated findings, putting their MMM on “steroids”.
Advertisers can see not only how many times an ad was seen, but also when and where it was seen, as well as other factors such as the type of device and the context in which it was viewed. This can help advertisers understand the factors that drive engagement with their ads and tailor their campaigns accordingly. Additionally, it can help advertisers better understand the impact of their cross-media and TV ads on other channels, such as digital and social media.
By tracking the exposure of an ad across multiple devices, passive mobile ACR panels can help advertisers make more informed decisions about their media spend and improve the effectiveness of their campaigns. Another benefit is that they can provide more granular insights into consumer behavior. Advertisers can deterministically see when and where an ad was viewed, and other factors such as the type of device and the context in which it was viewed. Passive mobile ACR panels can also help advertisers better understand the impact of their ads on other channels and determine the optimal frequency per channel for brand lift.
The vendor should have experience in measuring cross-media advertising campaigns across different markets, channels, and cohorts by proving a track record of delivering accurate and reliable results. They should also be able to have a large enough panel to handle big amounts of data processing and offer a user-friendly platform for easy data analysis.
In conclusion, deterministic cross-media single-source passive ACR measurement can change the way cross-media and TV ad attribution is conducted for FMCG brand marketers and researchers. By providing a more comprehensive view of an ad’s exposure and granular insights into consumer behavior, FMCGs can make more informed decisions about their media spend and improve the effectiveness of their TV and cross-media campaigns. While challenges exist in implementing single-source ACR measurement, the benefits are significant.
Additionally, adopting a deterministic cross-media audience measurement solution as a complementary solution can further enhance the accuracy and reliability of measurement results, allowing FMCGs to benchmark their findings with historical data and make more informed decisions about their advertising strategies. Choosing the right technology vendor is crucial in maximizing the potential of cross-media campaigns which, with the right tools and strategies in place, can drive significant campaign ROI uplift and positively impact their advertising efforts and drive better business outcomes.
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