Abstract:
The changes that are taking place in consumers' media consumption in and outside the home pose a challenge as to how to accurately assess the impact of cross-media advertising campaigns. An innovative measurement solution based on audio-matching technology, and taking a cross-media, single-source approach, provided a holistic view of the effectiveness of advertising campaigns across different media and platforms. This research applied this new methodology to a cross-media campaign to understand how emerging digital media (connected TV and Spotify) can contribute to meeting advertising objectives, in terms of coverage and frequency, when combined with other media. The new measurement solution provides a more effective comparison of these emerging media in terms of advertising effectiveness, that is, attitude toward ads and brands, brand image and purchase intentions for advertised products. The results also reveal the complementary nature of the digital media analyzed, and provide important recommendations for communication managers and media planners.
