More multiscreen advertising campaigns are on the way.
In three years, about half of all media campaigns are expected to be multiscreen campaigns, according to a study from the Association
of National Advertisers and Nielsen. Multiscreen is defined as two or more screens -- TV, computer, tablet, mobile phone and digital place-based media -- running in a similar time frame.
Estimates are that only 20% of current ad campaigns are multiscreen campaigns.
The biggest issue -- and perhaps confusion -- over multiscreen campaigns is measurement. While 71% said they
currently use a variety of metrics that are specific to individual screens, 73% said they would prefer to use just one set of metrics across all screens.
What should those metrics do?
Sixty-six percent of media executives from clients to agencies to sellers want to know if advertising was delivered to the desired audience -- using reach, frequency and GRPs, per the study.
Another 67% want to know if the advertising produced the desired effect, using brand lift metrics of awareness, likeability and purchase intent.
Right now, 71% of those surveyed said they
are not currently managing multiscreen campaigns in a fully integrated manner -- managing their individual media platforms separately.
The online survey was conducted during July and August
of 2013 and was comprised of 274 people -- 119 client-side marketers, 80 media sellers and 75 agency executives. The executives averaged 17 years of experience
It's interesting that media executives are measuring multi screen success with traditional parameters ( GRPs, reach). Wouldn't you be more interested in CPM or CPA?
Michael, as per communications planning ad infinitum ... yes if you are doing a sales/retail campaign, no if you are doing a branding awareness campaign. Put another way ... low-hanging fruit yes, growing the tree to bear more fruit no.
Interesting how we view 'traditional measures' in relation to the measure of the moment. Yet CPM and CPA are both standard metrics that have been around for decades. They all have their place in campaign measurement...
Really getting my early morning media geek "on" here, but thought I'd add my two cents in the CPM vs. world debate. A higher level of accountability will eventually become the norm, and I think it will be in the form of cost per engagement. The problem with CPE however is that it's hard to sell presently, against anyone citing CPM's. Interesting thing abut CPE is that it performs well as a measurement for both branding and direct marketing. Campaign definition, in either case, will depend on broad versus narrow targeting in the future.