Measure The Brand Effectiveness Of Your Cross Media Campaign

Cross media (for example TV, OOH, Radio and digital) campaigns are now the norm, rather than the exception for advertisers. The IPA reports that the average number of channels used in campaigns has increased from 3.3 in 2000 to 14.4 in 2014, however, passively linking ad exposure to brand uplift is harder to do offline than it is online.

Using innovative passive measurement techniques we can measure Cross Media brand impact and allow for consistent measurement and comparison across offline and online media.

On Device Research’s Cross Media Brand Impact will tell you...

  • Brand Impact: How well the campaign lifted brand metrics versus our normative database
  • Creative Impact: How well each creative influenced each brand metric

On Device Research uses mobile surveys to measure marketing effectiveness in both developed and emerging markets.

Using proprietary technology, access to consumers and best practice On Device Research helps some of the world’s leading brands, ad agencies and media owners to understand the effectiveness of their online and offline advertising.

So far On Device Research has delivered over 35 million surveys across 95 countries.

How We Do It

Step 1

We obtain audio files of the TV ads and/or radio ads; locations of out of home ads; and embed our tracking URL in to digital ads.

Step 2

We use a combination of cookies, device IDs, ACR (Audio Content Recognition) and geo location data to visualise campaign exposure.

Step 3

We identify those respondents exposed to the campaign on our Curious cat app.

Step 4

Test and control survey groups to isolate the brand impact with results compared against the On Device norms database of 350+ studies.

Key Metrics

An assessment of how the advertising impacted the awareness and intent funnel.

  • By applying campaign buy details to brand impact results we can now report on Cost Per Brand Uplift (CPBU), Cost Per Potential Purchaser (CPPP), Return on Brand Impact (ROBI), Total Potential Campaign Return (TPCR): applying a layer of bottom line indicators to brand metric reporting.
  • A template survey is used; it includes 15 standard questions and is designed to be taken on any internet enabled device. Clients can have up to 5 additional custom questions.

This enables the true impact of Cross Media advertising to be isolated.

What we measure

What we measure: Cross Media inputs and outcomes