Cross-Media Campaigns Register Slight Uptick Over Indie Efforts

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 poor.”                                
                                
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.

1 comment about "Cross-Media Campaigns Register Slight Uptick Over Indie Efforts".
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  1. Ed Papazian from Media Dynamics Inc, May 31, 2014 at 1:38 p.m.

    This report is designed to show agencies and advertisers how they can use a research service like Nielsen to consider the audience duplication between TV and online ad schedules. According to Nielsen, the cases it studied featured approximately a random duplication pattern between the two kinds of buys, which may be OK if this was the advertiser's intent---in effect, to reinforce the impact of the TV schedule with added frequency via online ad exposure. If, however, the goal is to expand TV's reach as much as possible---- using online as the reach extender--- you want to reduce duplication as much as is feasible----hence the use of Nielsen data which covers both media and can tell you what the duplicated audience patterns look like for proposed TV and online ad schedules. This certainly makes sense, though the same considerations should be factored into the equation regardless of the media being considered--- TV plus print and/or radio, for example.

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