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We count all media because all media count

CROSS MEDIA OPTIMIZATION

Fragmented media data
 
Fragmentation of media behavior and measurement poses a problem for advertisers and media planners.  Currently, even in developed markets, accurate data for TV viewing is collected by one company, while data for magazine readership is probably collected by another company.  The same goes for online, outdoor, etc.  Even where one company collects more than one kind of media data, it is from different panels of consumers; the resulting data reside in different databases.  Because these samples are unrelated to each other, companies that buy advertising cannot, for instance, know how many of the consumers who see their TV ad will also see it in a magazine. 
 
The planner’s problem
 
In other words, an advertiser can choose a schedule of TV slots, in the belief that they will get exposure to 60% of their target audience.  And, in developed markets at least (not yet China), they can also choose a set of outdoor billboards and know they’ll reach 30% of their targets, but they do not know how much the TV and outdoor two parts of the campaign overlap.  The unduplicated reach of the campaign is between 60% and 90%, but advertisers and planners don’t know what the overall percentage is.

Fragmented data: Media is diversified but overall result is unknown
 
 
Single source data
 
All Media Count use single source media data.  One panel of respondents provides all the necessary information for media usage, brand and lifestyle behaviors.  With single source data, if a viewer watches less TV and spends more time on the web or subscribes to a new magazine, we can observe the two latter behaviors related to that person’s lower TV usage.  And if that behaviour coincides with a magazine ad campaign for a new product which the panelist then buys, the cause-effect relationships at work can be directly observed.
 
Leakage and a level playing field
 
For advertising to work, people must not only be in contact with a medium, they must be engaged with it when ads are presented.  But non-engagement can happen due to many factors: a person may leave the room when TV ads come on, or may be multi-tasking, or may be at the wrong end of a shopping aisle, or facing away from a billboard.  These and many other factors result in “Leakage”. All media leak to different degrees.  AMC is media-neutral: we measure leakage in all media using consistently applied measurement standards.  We equalize the effect of leakage, producing a “level playing field” on which investment scenarios between different media types can be fairly compared.
 
 
Optimization
 
With AMC’s single source media data and our industry-leading ApplboxTM planning tool, optimization of a campaign is more flexible and efficient.  A TV spot can be traded-off directly against a magazine ad, a billboard, an online ad, etc.   The resulting incremental reach and frequency contributions by media titles, programs, sites (not just media types) help planners and advertisers see exactly what the impact of a budget change is at both a strategic and at a day-to-day tactical level. 

 

 

Single source data: Identify and manage cross media duplication
 
Uses of cross-media optimization
 
Build synergy
 
  • Small footprint
  • Heavy cross media duplication
  • Good for interaction & messaging
  • Same campaign reach
  • Costs same as original campaign
 
Reach further
 
  • Big footprint
  • Little cross media duplication
  • Good for simple, mass message
  • Larger campaign reach
  • Costs same as original campaign
 
Save money
 
  • Same footprint
  • Little cross media duplication
  • Good for budget cuts
  • Same campaign reach
  • Costs less
 
 
Other benefits of single source based media data:
 
 
  • More efficient media allocations
  • Better bargaining power
  • Understanding the engagement of different media and how to use it
  • Identify media duplications & exploit them
  • Evaluate and manage media as one resource