Net Reach also Measurable for Online Video Campaigns
As part of a joint initiative by Goldbach and Mediapulse, a test has for the first time succeeded in measuring the personal net reach of online video ads and combining it with TV reach. The successful test run was carried out with the Migros own-brand campaign of Migros Supermarkt AG and was significantly supported by the media research institute Kantar Media. The tested method is now to be further developed into a market solution so that the personal reach for online video campaigns can be reported in a standardised manner in the future and combined with TV reach.
The Migros own-brand moving image campaign of Migros Supermarkt AG ran for three weeks last October on TV and online in the Goldbach Video Network. In a test run, the advertising marketer Goldbach, in cooperation with Mediapulse and Kantar Media, has for the first time succeeded in measuring the personal reach of online video ads as part of this campaign. While this has been standard for TV advertising for many years, it was only possible for online advertising at the device level – until now.
Annette Dielmann, Managing Director Switzerland of Kantar Media, explains how this was achieved: “The data was collected on the hybrid measurement infrastructure of TV and online TV research from Mediapulse.” The identification of the online campaign in the panel households was made possible by tagging the digital advertising material with the help of a special tagging. “This enabled us to capture the online campaign within the existing Mediapulse panel, which is also the basis for TV measurement.” The data analysis and data modelling was then the responsibility of Kantar Media, where the online data obtained was compared with existing TV campaign data. “In this way, we were able to calculate gross and net reach for the online video ad campaign and the classic TV campaign individually as well as in combination.”
This measurement method is not only an important milestone from the point of view of advertising research, but also a reaction to the demand of advertisers: “We have long been aware of the need in the advertising market to be able to measure the personal reach of online advertising media and combine it with TV,” says Christoph Marty, CEO of Goldbach. “With this successful first test, we are now taking a major step towards standardised, personal measurement for online video ads and thus paving the way for an initial convergent moving image measurement at campaign level in Switzerland.”
Migros is also satisfied with the test and emphasises the advantages for advertisers: “For our campaign planning, it is a huge win if we know how many and, above all, which people we are reaching for the online campaign,” says Susanne Schlatter, Head of Insights-Strategy-Media at Migros Supermarkt AG. “And the fact that the online reach can also be evaluated in combination with the already established TV reach, if required, is something that we as advertisers have been wanting for a long time.” In this way, future moving image campaigns could be further optimised and planned more efficiently.
Dr. Mirko Marr, Head of Research at Mediapulse, adds: “As an industry research organisation, Mediapulse is pursuing the strategic goal of providing the Swiss market with a convergent currency for the performance evaluation of moving image campaigns, with which decoupled video ads can also be recorded in addition to classic TV advertising and replay ads. The current test on the Mediapulse measurement infrastructure provides important and encouraging insights into the feasibility of this objective.”
In order to achieve the goal of a standardised and neutral market solution for convergent moving image campaign measurement, Goldbach, Mediapulse and Kantar Media want to further develop the measurement solution with the learnings from the test run.