Home  › Marketing › Strategies

The Importance of Cross-Media Measurement

  |  June 12, 2002   |  Comments

Cross-media measurement begets cross-media education. That's good news for traditional marketers who need to justify their online buys.

The needs of traditional advertisers are driving the evolution of online advertising. That's a good thing. Blue-chip marketers' experience makes the industry smarter and more focused on delivering quantifiable results against specific objectives.

Above all, traditional advertisers' influence creates (in some cases, reinforces) a very important shift in the attitudes of publishers and agencies. Instead of positioning the Web as an alternative to offline media spending, the Web is being sold as a valuable and effective complement to broadcast and print advertising.

Finally, the industry is making some sense. Instead of griping over the fact enormous budgets are spent on TV and trying to siphon some of those dollars into the Web, the most successful agencies and publishers are now trying help advertisers understand how they can extend their reach and effectiveness by using the Web as part of an integrated campaign.

Understanding how the Web fits into cross-media campaigns isn't only an industry priority -- it's important for brand managers who want to reach their customers online. Here's why:

  • Validation. There are still plenty of Internet skeptics inside most large companies. For traditional marketers, spending money on the Web is still viewed as going out on a limb. That's why it's important to have data showing money was well spent compared to other budget alternatives.

  • Synergy. Is reaching target consumers with the same message across different media a force multiplier? If it is, allocating advertising dollars across multiple media makes sense. Measuring this synergy is an important part of understanding the value of the Web in the media mix.

  • Efficiency. When advertisers measure their cross-media investments using consistent criteria, they can determine which aspects work most efficiently. In some cases, as in the publicly released Dove campaign, reallocating some of a TV budget to increase reach and frequency on the Web was a more efficient way to meet branding objectives. Optimizing across media offers great money-saving opportunities.

  • Specificity. Is Web advertising best when reinforcing a TV message? Should the Web be used to target customers who have expressed an interest in the brand? How about building sponsorships and fulfilling promotions? The optimal role of the Web in an integrated campaign will be different for every brand. Only by measuring integrated campaigns will advertisers be able to develop strategies that play each medium to its strength.

Most marketers are waking up to the fact their target is online. They must make an effort to reach their audience there. Helping them understand how to leverage the Web in a way that complements their other marketing investments is the key to our future success.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Jeffrey Graham

Jeffrey Graham is vice president of client development at Dynamic Logic, a company he joined in January of 2001. Dynamic Logic specializes in measuring the branding effectiveness of online marketing. Jeffrey has served as research director at two online advertising agencies, Blue Marble and NOVO, and has worked with clients such as General Motors, Procter & Gamble, and Continental Airlines. He has taught Internet Research at New York University and has a Masters degree in the subject.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...