Filed under: Digital Strategy
This morning I read the excellent post Measuring Audience 2.0. I was in the room at the time a lead media agency’s global digital thinker said: “I don’t know a lot about digital. But what I do know, is you can’t measure it”. At the time I Gavin had to hold me back, this being neither the time nor the place for shoutyness. And I rather liked my job at the time.
Now I think I have a better insight as to what that statement referred. Not that you can’t measure digital, just that marketers and media buyers can’t understand what those measurements mean. They speak a different language. When the Lingua Franca of effectiveness is TV, digital is speaking Esparanto. No one is a native speaker. It’s totally artificial. Yes, it’s academically constructed to be efficient. But no marketer uses it in day to day communication.
Here’s a cheat sheet to TV Audience Measurement terms and definitions.
While TV measurement provides “opportunities to see” to a demographic segment, and it’s effectiveness is measured out in the coffee spoons of program popularity and audience share, it does not take into account wastage.
1. Regular simultaneous media consumption for online, newspapers, magazines, radio, TV and direct mail is up from 1% to 35%, depending on the medium.
2. Channel surfing remains the number one regular activity engaged in during TV commercials with 41.2% doing so followed by:
* 33.5% talk with others in the room or by phone
* 30.2% mentally tune out
* 5.5% regularly fully attend to commercials
The amount of opportunities to see, or exposures builds into Effective Frequency. This is calculated to be the number of exposures (1+, 2+, 3+ etc) considered necessary for an advertising message to produce an effect (i.e. for the target market to take the desired action, or for the advertisement to elicit the desired response).
The deliverables of online effectiveness CAN speak that same language as marketers. Online CAN deliver on an Effective Frequency of 1. It’s as simple as that. And you you can prove it. And TV can’t. But it doesn’t mean we can’t be friends.
For me, the Trojan Horse for digital is cross-media planning. That’s taking just one of those exposures into the online environment. Only once you know who has actually responded to your message can you talk effectiveness. Then you can really start devising a customised plan to map audience engagement.
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