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ABCs of Marketing Measurement


U is for Unified Measurement/Identity

The evolution of advertising has brought forth a duality between traditional linear TV methods and over-the-top (OTT) platforms. As marketers navigate this terrain, a crucial consideration is the measurement of performance and the identification of synergies between these two realms. Unified measurement and identity emerge as a compass in this journey, offering insights that span the divide and provide a comprehensive understanding of advertising impact.

The Essence of Unified Measurement

Unified measurement is the linchpin of assessing performance across advertising platforms. It entails the integration of data from various sources, including linear and OTT channels, to provide a holistic view of audience engagement, reach, and conversion. Unified measurement offers a way to unlock insights that previously remained siloed, enabling marketers to make informed decisions and allocate resources judiciously.

OTT impressions, fueled by the consumption of content across streaming platforms, offer a unique engagement landscape. Unified measurement allows marketers to understand the incremental reach of OTT advertising compared to traditional linear methods. This entails identifying the audience segments that are exclusively engaged through OTT, providing a clearer picture of the platform’s contribution to brand exposure.

Average Frequency: Balancing Engagement

As brands strive to strike a balance between engagement and avoiding audience fatigue, they leverage cross-channel average frequency. Frequency is the number of times a single consumer sees a message, the number of impressions shown to that consumer over a given time. Unified measurement enables marketers to gauge the average frequency of exposure across both OTT and linear platforms. This insight empowers brands to fine-tune their strategies, ensuring that their message resonates without overwhelming the audience.

Conversion Rates: OTT vs. Linear

The true measure of advertising success lies in conversion rates. Unified measurement facilitates a direct comparison of conversion rates between OTT and linear channels. This data-driven approach helps marketers discern the platforms that drive higher conversion rates and optimize their budget allocation accordingly. This can be done through deterministic measurement solutions that track users, like multi-touch attribution (MTA) or via probabilistic solutions like Marketing Mix Modeling (MMM).

Defining OTT and Linear Overlap

Unified measurement also unveils the overlap between OTT and linear advertising. By identifying the shared audience segments, marketers can understand the interplay between these platforms. This insight is invaluable for crafting integrated campaigns that leverage the strengths of both realms to achieve maximum impact.

Unified measurement doesn’t merely provide data; it lays the foundation for cross-platform strategies that leverage the best of both linear and OTT advertising. Armed with insights into OTT impressions, incremental reach, frequency, and conversion rates, marketers can craft campaigns that resonate seamlessly across diverse audience touchpoints.

In an advertising landscape defined by diversity, unified measurement and identity emerge as the tools that bridge the gap between traditional linear methods and modern OTT platforms. By decoding OTT impressions, incremental reach, average frequency, and conversion rates in comparison to linear advertising, marketers can unearth insights that drive effective strategies. Unified measurement allows brands to navigate the complex dynamics of cross-platform advertising, ensuring that every engagement resonates and contributes to the overarching goals. In the journey towards optimized advertising impact, the synergy between unified measurement and identity propels brands forward, enabling them to embrace both linear tradition and OTT innovation.

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