How much is ad exposure really worth in non-TV media?
AMC look at exposure to ads across all media, and then see what behaviour follows. If brand recognition is what's needed, it is often achieved at lowest cost by outdoor advertising. If, however, a client is launching a new flavor of biscuits, point-of-sale advertising and promotion may be preferable to above-the-line advertising. So the "worth" of non-TV advertising must be considered in the context of that the ad needs to achieve.
In any case, the channel must be chosen dependent on the cost of reaching your targets and effectiveness in impacting their behavior. As well as providing cross-media ratings, AMC split out the objectives of campaigns (drive overall sales, stimulate trial, raise awareness etc.) since these can be achieved at different cost levels in different media.
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