The question is, how can your advertising get there from here?
Peter Bednarski’s recent MediaPost article “Not Surprised: Mixing Online and TV Campaigns Helps Conversions,” cites new research from Videology showing that with the right mix and frequency, video campaigns that run on both TV and the Web are more effective than campaigns that only run on one screen.
As the article’s title suggests, Mr. Bednarski points out that the main premise of the study is rather obvious, and asks the question, “Yes, and so…?”
The unanswered half of the story is the how.
How can advertisers track and optimize reach, frequency and conversions across all of their online and TV impressions together?
The research implies that advertisers should consider ramping up their online advertising to get broad reach and achieve significant frequency levels that are similar to TV. But buyers and planners involved with larger online campaigns typically don’t leave it to a single ad network or publisher to determine their ad strategy and placements. And they can’t rely on a small panel or sample to see how their TV and Web campaigns may be working together. They need a comprehensive across-the-board view of what’s really occurring with the campaign across all online and TV media together.
Here’s the answer:
We’re frequently reminded that combining TV and online video improves campaign results. In order to execute, track and optimize campaigns and get those results, you need a reporting solution that provides the complete picture as your campaign progresses, so you can see where you stand and make adjustments while your campaign is still live.
Comprehensive, cross-media reporting is the true measure of video advertising because it enables you to see what’s really happening across the board in near real-time. The best cross-media reporting solutions also include tools that enable you to immediately respond to those insights. See how.
Robert Haskitt is the CMO of Extreme Reach.