Let’s be real here, our media landscape is a little bit fragmented.

Brands and advertisers face the daunting task of efficiently reaching target audiences across multiple platforms.

The proliferation of media channels has made it increasingly challenging to measure and optimise advertising campaigns effectively. This is why having some sort of unified cross-media measurement has never been more critical. Yet, despite the evident necessity, many brands and advertisers remain hesitant, waiting for a universally accepted approach.

This wait is not just unnecessary—it’s costly.

Waiting is unnecessary

Waiting for a universally accepted cross-media measurement standard will keep you in the dark about your media investments and could squander potential optimisation value. It’s like navigating a complex maze without a map - no one wants or needs that. However, there are solutions available, that provide the clarity and insight needed to make informed marketing decisions.

The value of cross-media measurement 💰

Cross-media measurement can offer several key benefits that can significantly enhance the effectiveness of your campaigns:

Total reach across channels:

Understanding the total reach generated across different media channels helps you see the big picture of your campaign’s impact or advertising. This holistic view ensures no audience segment is overlooked.

Incremental reach by channel:

By identifying the incremental reach added by each channel, you can pinpoint which platforms contribute most to your overall marketing and awareness including reach, which will help you with a more strategic allocation of resources.

Cost per reach point by channel:

Evaluating the cost-effectiveness of each channel allows for better budget management - which we know is important right now. You can focus on high-impact, cost-efficient channels, optimising your media spend.

You don’t have to agree, but we believe that these insights are crucial for making confident marketing decisions and maximising media investments.

Supporting data and recent successes

What are the benefits of cross-media measurement? Campaigns using unified measurement approaches can see up to 30% improvement in media efficiency. Additionally, a report by the Interactive Advertising Bureau (IAB) found that advertisers who implemented cross-media measurement strategies were able to optimise their media mix and achieve a 20% increase in return on ad spend (ROAS).

Solutions for brand managers and CMOs

We see you brand managers and CMOs. You want to know what are the most effective ways to leverage cross-media measurement, well, we’ve got you;

Implement existing solutions:

Utilise available tools like Braze for cross-media measurement solutions. These tools provide immediate insights into your campaign performances across different channels.

Integrate data silos:

Ensure that data from various media channels is integrated. This provides a comprehensive view of your audience and allows for better analysis and decision-making.

Focus on incremental reach:

Prioritise understanding the incremental reach of each of your channels to optimise your media spend. This helps in identifying which channels are adding the most unique value.

Continuous optimisation:

Use the insights gained from cross-media measurement to continuously refine and optimise your campaigns moving forward. This iterative approach leads to sustained improvement in all your campaign performances.

Recent UK data supporting cross-media measurement

Recent data highlights the benefits of cross-media measurement.

A study by Thinkbox and the IPA (Institute of Practitioners in Advertising) revealed that campaigns that utilised cross-media measurement saw a 35% improvement in overall campaign effectiveness. Additionally, these campaigns achieved a 20% increase in return on investment (ROI) compared to those that did not integrate cross-media measurement.

We believe the time for cross-media measurement is now. There is no need to wait for a universally accepted standard to start reaping the benefits of a unified approach. There are so many tools out there at the minute that provide the necessary insights you’ll need today, that will help you navigate the fragmented media landscape with confidence. By understanding total reach, incremental reach, and cost per reach point across channels, you can make smarter, more effective marketing decisions and maximise your media investments.