Single-Source – Passive Measurement for Cross-Media Ad Effectiveness Research. [REPORT]

Symphony Advanced Media (SymphonyAM) and The Coalition for Innovative Media Measurement (CIMM), released findings from their single-source media effectiveness study that directly links passive measurement of actual advertising exposure to consumer response results. The CIMM-sponsored research measured campaigns for several participating brands across multiple industry verticals to assess the efficacy of single-source passive measurement in gauging cross-platform advertising effectiveness.

SymphonyAM’s report, “Cross-Media Advertising Effectiveness Using Passive Measurement of Ad Exposure” validates that marketers can overcome current industry methodology shortcomings and get a vastly improved view of cross-platform advertising effectiveness through single-source passive measurement. Key findings include:

Passive measurement significantly improves the practicality of cross-media measurement, such as higher survey response rates and fewer dropouts

Online and TV exposure together drive synergistic response-improving top funnel metrics, such as unaided brand awareness and consideration

TV ad viewers in this initiative typically spent 30-to-40 percent of ad viewing time using a mobile device

Combined usage of TV-passive ad exposed and ad recognition methodologies minimize ad exposure pollutions thus providing a true representation of campaign lift metrics

This research marks the first time marketers have been exposed to consumer-level media consumption insights drawn from a single-source passively measured consumer panel linking television viewing, online, mobile and social media consumption. By gathering cross-media exposure across varied platforms, SymphonyAM is able to overcome major deficiencies seen in current ad effectiveness measurement methodologies which hinder effective and efficient media buying and planning.

Jane Clarke, managing director for CIMM, said, “Marketers today have a near infinite number of places where they can spend their advertising dollars but the explosion of options, brought on in part by multi-screens, has made it increasingly difficult for them to evaluate how ads resonate with a target audience. This is due in large part to current industry measurement methodologies that are severely flawed. However, SymphonyAM’s research has uncovered the first step to eradicating problematic ad effectiveness measurement models—giving marketers better understanding of how their ads are impacting consumers and how best to spend their marketing dollars.”

Charles Buchwalter, CEO and president of Symphony Advanced Media, said, “The industry has been patiently waiting to see how single-source, passive cross-media measurement can bring new levels of accuracy and insight to ad effectiveness and media measurement overall. We are thrilled that CIMM’s support enabled SymphonyAM to demonstrate that it’s entirely possible to overcome the deficiencies we see in today’s current cross media ad effectiveness solutions and develop a more rigorous and accurate read on cross media campaign effectiveness.”

To conduct the study, SymphonyAM passively measured simultaneous exposure to television, online, social and mobile media via their consumer panel, using patent-pending mobile app technology that continuously and passively runs in the background of the user’s mobile smartphone or tablet device. Combining the TV exposure via automatic content recognition (ACR) data with survey-based responses provides a new level of accuracy by reducing industry-standard self-reported media consumption pollution to deliver a purer sample than currently exists in the industry today.

By monitoring its panelists’ TV, online and mobile viewing at the single-source individual level, as opposed to current measurement at the household level, SymphonyAM can determine the degree to which panel participants multi-task with each platform. This capability revealed that 30- to-40 percent of TV ad viewing by the sample group occurred while they were concurrently using mobile devices—validating media industry assumptions that deploying cross-platform ad campaigns can help marketers more effectively reach consumers who may be focused on one medium over another.

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