On the surface, today’s modern media landscape looks better than ever for a marketer.
More exciting channels mean more opportunities to make advertising more effective and
broadcast creative messages for your brand.
In reality, consumers are inundated with messages, all asking for engagement and
reactions across several devices and channels daily. Their attention shifts across
various screens and platforms, big and small.
The fragmented state of media makes it challenging for you to understand what it truly
means to reach your audience effectively, and finding that universal customer view is
Now you’re scratching your head and asking, “Where do I even begin?”
How to measure cross-platform impact in 5 steps
Measuring TV and digital campaigns beyond basic metrics has always been a challenge, even
for the most advanced advertisers and publishers.
You need to understand who saw an ad and where, but due to fragmentation, varying
industry benchmarks, and disparate measurement solutions, you feel nearly blind when it
comes to seeing whether your ad spend is working the way you expect.
If you’re asking yourself, “Is there a simple way to build a scalable, repeatable
measurement process for my business in a cross-platform world?” then you’re reading the
In the following five steps, we map out the formula to efficient and effective
cross-platform measurement that ensures you are reaching the right audience, at the
right frequency, and doing it all with ease.
1. Define your KPIs
Before setting a campaign measurement strategy, it is important to start with basic
objectives. Seems simple, but this step is often overlooked by even the most
seasoned marketing teams. If you don’t know your goal, how will you truly measure
For this step, answer two key questions:
What are the goals of this campaign?
What are the key performance indicators that will help us quantify progress?
This chart is a great example of a specific and measurable business objective matched
to critical tracking metrics.
Measurement Strategy Bullets
Deliver new product format messaging to brand loyalists
1X/week for 8 weeks
Viewable impression percent
On-target impression percent
Percent of households receiving 4-12 impressions across
2. Ensure your brand messages are seen by real humans
The robots haven’t taken over yet, but to properly analyze the efficiency of your
campaign, it is essential you ensure the impressions you paid for are valid and
This means not counting impressions served to bots or those that were served to
someone who wasn’t even in the room. In this fast-paced, algorithmic-dependent
industry, it’s more impressions than you might think.
Therefore, measuring and detecting invalid traffic (IVT) is a requirement for all TV
and digital campaigns.
3. Establish relevance before expanding reach
Once you confirm your ad was seen by a person, ensure that this person is the one you
set out to reach in the first place. Just because you reached a human, doesn’t mean
it was the right one.
In a test with 30 brands across a variety of industries, we discovered that ~47
percent of impressions were off-target across TV and digital—no matter the size of
the campaign or notoriety of the brand. For every impression that went to someone
relevant, another did not.
For successful advertising, quality trumps quantity. Employing advanced measurement
helps you avoid high rates of off-targeting before you put all your chips on the
Let’s apply this to an example. If you are a brand trying to sell diapers, it’s
helpful for you to know fewer than 20 percent of US households either have a child
that is of diaper-wearing age or are expecting a child.
If you can spend your budget targeting only those households expecting babies or with
children of diaper-wearing age, you increase the percentage of relevant households
that receive your message and your campaign will be much more effective financially,
as well as from a reach perspective.
4. Reach your desired audience at a reasonable frequency
Once you’ve established your relevant reach, it’s time to talk frequency of
messaging. Or can you not concentrate with that commercial jingle still stuck in
your head because you’ve heard it five times in only 15 minutes of streaming?
Polling the same brands and publishers from our previous relevance exercise, we
determined that ~2 impressions per household per week was an ideal threshold for
frequency—anything more was considered wasteful.
Measuring against a timeframe of seven weeks, the median campaign data we pulled saw
that 20 percent of campaigns were exceeding that ideal household impression target.
And the larger the campaign, the bigger that percentage “saturation waste” scales.
Ensuring that you reach your audience but do not over-saturate them is an important
element of measurement. Establishing the ideal cadence will only come from closely
monitoring and adjusting frequency. To learn more about ad overload and how to avoid
it with cross-platform measurement, check out this video:
5. Get a consolidated view of real-time campaign performance
This final step is an important one but perhaps the hardest to achieve. Most
cross-platform campaigns require pulling disparate data sources together, a
time-consuming process for an already busy team. And one of those different sources
will invariably lag behind by weeks.
Eliminate the workarounds inherent with siloed datasets and antiquated measurement
standards by getting a real-time, synthesized view of campaign success across
devices, channels, cost metrics, and audience characteristics. These metrics will
help you monitor and optimize immediately, quarterly, and annually.
Time to act with Moat Reach
Oracle Data Cloud recognizes the need to break down one of the most significant barriers
in advertising—connecting and rationalizing fragmented data across multiple channels.
We’ve built solutions to tie relevant audiences and viewability across TV, mobile, and
desktop to make media planning more effective and drive business results. With billions
of dollars transacted on metrics that didn’t exist a few years ago, precision and rigor
in detailed measurement matter more now than ever before. Moat Reach allows you to
measure the business impact of your campaigns and provide insights to inform
Think differently about measurement and uncover new insights that enable true
cross-channel clarity and promote informed decision-making around unique marketing
Webinar: Is Anybody Out There? Measuring What Matters From TV to
Tune in to find out:
The building blocks to accurately measure across digital to TV
Surprising insights you can discover with cross-channel clarity