Integrated cross-media campaigns may be good for the future -- but recent results suggest they still have a long way to go.
Looking at 45 cross-media campaigns measured by Nielsen
Cross-Platform Campaign Ratings, Nielsen says those campaigns gained 7.6% reach of their intended TV and online audiences.
That is not much different than the 7% advertisers could have
gained if they had planned campaign for each screen independently with completely random duplication of those audiences.
Nielsen says with better planning and execution and more precise
identification of intended TV and online audiences, marketers can reduce duplication and generate an average of 8% greater reach -- or achieve significantly higher frequency -- without spending more
money or altering their mix of spend.
Other cross-media results: Nielsen says a campaign can achieve 70% TV reach and 30% online reach. The random overlap of online with TV audience will be
21%. That means for every 30 members of the desired audience reached online, just nine will see it only online -- which it calls “pretty
Nielsen/ANA cross-platform research shows that in two years, 85% of those surveyed believe multiscreen campaigns will be “very important” -- up from 38% in 2013.