In the constantly evolving world of advertising, maximizing return on investment is a critical challenge for companies seeking to remain competitive. With the outbreak of new platforms and advertising media, it has become more important than ever to understand how to evaluate, optimize, and adapt advertising strategies to reach desired audiences effectively and efficiently. In this article, we will explore 8 key approaches that can help you overcome challenges and maximize the impact of your advertising campaign. From evaluating metrics to tracking “incremental reach” and from managing ad saturation to real-time planning, we will discover how to address these issues in smart and innovative ways.
1. “How can I evaluate or reconcile the myriad of metrics reported by each medium?”
Every media planner’s dream:
Do you have ads in places as diverse as linear TV, Connected TV, YouTube, TikTok or movie theaters? Forget about reconciling fifteen different data sources & audience universes to measure its impact. A unified view of media simplifies everything. You can easily measure the total reach of the campaign, the incidence of each medium in each target and identify the duplicates between them.
Find (and fix) problems:
This approach allows you to effectively maximize your media investment, address pressing challenges such as advertising saturation on certain targets, and gain valuable insights into the optimal frequency needed to positively impact our brand perception or improve online traffic.
2. “There is a 10 percent of my target audience that I can only reach through CTVs.”
The “incremental reach” thing is not all that complicated:
In recent years, a new buzzword has burst into the industry: incremental reach. As media consumption becomes more fragmented and some consumer profiles move away from traditional TV, new media must be introduced into the mix to get that incremental reach on top of traditional TV. In recent times, the spotlight has been on Connected TV.
It is as simple as thinking about a fishing area. If you only cast your net in one spot, you will lose fish. It makes sense, but the key is to move from beliefs to numbers.
- How much do these new platforms add to your total reach?
- And what frequency do they offer?
- What percentage see your ads in both mediums?
- How much does it cost you to keep adding coverage points in both mediums?
3. “We are burning out a secondary target while the primary target barely saw the ad.”
Find out who sees your ads (and who sees them too much or too little) and in what media.
Ad saturation of certain target audiences is one of the big problems in the industry and affects both advertiser budgets and brand health. Its onset has much to do with poor adaptation to the fragmentation of media consumption. Following the previous example, it is as if advertisers are determined to double their efforts in a single fishing ground instead of diversifying. The most common fish in a certain spot — such as High TV viewers — will be “caught” several times, while others are unlikely to see the hook… With a unified media view, it will be possible to access the average frequency with which the campaign was viewed, but also by target and medium.
4. “Thanks to the investment optimizations, I was able to keep the campaign going for another week!”
Post-mortem analysis of the campaign is outdated. Make decisions while the campaign is still on the air.
Reports from traditional measurement sources arrive weeks after the campaign has ended. This limits the ability to make meaningful decisions and can reduce measurement to a simple “tick box” activity. Find out what is happening with your cross-media campaign through regularly updated reports and make on-the-fly decisions about your plan to optimize your budget.
Why do we have this information?
Because we do not depend on other sources or data fusion and we scientifically measure what is happening 24/7.
5. “I can finally measure exposure to advertising in social moments, such as watching live sports with friends.”
A people meter that goes everywhere with the consumer
If you run advertisements in highly social content, such as live sports or major events, that are frequently watched at friends’ or family members’ homes or in public places such as bars, traditional measurement is insufficient. With an audiometer that scans the audiovisual context of the panelist wherever he or she goes with the highest accuracy and without affecting the device, the problem disappears. We get a measurement adapted to today’s audiovisual consumption: device-agnostic and less anchored to specific moments, but rather dispersed and anarchic in terms of devices, moments or content categories.
Why do we have this information?
Because we made a mobile audiometer from a person’s most powerful “body extension”: his or her smartphone.
6. “I’m considering Twitch in my strategy, but I’d like to know how it fits into my campaign as a whole”
All the guarantees when you test a new medium.
Twitch, Netflix, TikTok, Retail Media, Podcasts, influencers or branded content of any kind… For some time now, advertising has been constantly changing. The list of platforms or formats on which you can advertise is endless and growing by the day. With Media+Brand Effect you can safely integrate them into your media mix. You can compare their reach with that of your TV or radio ads, figure out who sees them and how often, find out if they allow you to reach new audiences, etc.
7. “I found that my competitors reach Gen-Z better than I do…. How do they do it?”
How effectively do you reach your target audience?
Compare your competitors’ reach on each profile with your own. Use demographic data (age, gender or region) and cross-reference it with hyperprofiling data (their socio-economic level, what financial products they have taken out and with which institution, whether they are customers of your brand or your competitors, what car they drive… and more) to get a surprising picture of the target audience you and your competitors are reaching.
How do your competitors split Linear and Digital?
And next, move on to the how… Like you, your competitors face the challenge of allocating their budget into a media plan that covers all targets.
- Find out which media and platforms they have included in their mix;
- Identify opportunities on less explored platforms;
- Find out the effectiveness of some influencers or streamers working with your competitors;
- Clarify doubts about whether or not they are present on some new platforms through their experience.
8. “Wow! Women in their 18s and 30s remember our ads better when they see them on YouTube than on TV!”
Stick with the communication and medium (or platform) that gives you the best results.
Post-tests are an established tool in the advertising world. By combining all the information about campaign exposure with the fieldwork, you will be able to determine which media generate a higher recall, what frequency is needed for your campaign to be remembered, or the difference in consideration of your brand between those exposed and those not exposed.
You may be wondering how you can put this into practice. Media+Brand Effect is the only solution that can give you these answers.
- Single source for all media:
Media+Brand Effect measures all media from a single source. This allows them all to speak the same language! This solves the current problems of measuring who-and how many times-a cross-media campaign is being viewed. - Observational measurement:
Its audio-based ACR technology allows us to go beyond declarative sources or traditional audiometers. We examine the individual’s audio-visual context and exposure to any audio-visual medium. - On the same people:
Our technology is embedded in the smartphones of a permanent sample population of individuals, so all our data are obtained on the same group. This allows us to obtain a view of the entire population. In addition, exposure data can be enriched with additional layers of data, such as surveys and more.
In an increasingly complex and competitive advertising landscape, the art of maximizing return on investment is critical to the success of any campaign. We examined eight distinct ways to meet this challenge with intelligence and ingenuity, paving the way for more targeted and effective advertising. From finding new reach opportunities to real-time optimization, these approaches offer companies the ability to stay abreast of the changing needs of their audiences. The key to a successful advertising campaign lies in constantly adapting and embracing new strategies. Whether you are trying to reach a specific audience or outperform your competitors, these tactics can help you get the most out of your advertising investments and ensure that your brand remains at the center of your target audience’s attention.
