Cross media research, often referred to as cross media measurement, is fundamentally the process of evaluating advertising and marketing campaigns across multiple media channels. It aims to provide a comprehensive understanding of how different parts of a campaign perform together and contribute to overall objectives.
Defining Cross Media Measurement
As highlighted by industry definitions, cross media measurement is specifically the process of evaluating advertising and marketing campaigns across multiple media channels. This is not just about looking at individual channel performance in isolation. Instead, it involves collecting data and metrics from various sources to gain insights into the collective impact and effectiveness of these campaigns.
This type of research or measurement is crucial in today's complex media landscape where consumers interact with brands across numerous platforms throughout their day. It helps marketers move beyond channel-specific reports to see the bigger picture.
Why is Cross Media Research Important?
In a world where marketing budgets are spread across diverse platforms, understanding the synergy and total reach is vital. Cross media research helps marketers:
- Optimize Spend: Identify which combination of channels delivers the best results and allocate budgets more effectively.
- Understand the Customer Journey: See how consumers are exposed to messages across different touchpoints before taking action.
- Measure True ROI: Get a more accurate view of return on investment by accounting for cross-channel influence.
- Avoid Channel Silos: Break down internal barriers and get a unified perspective on campaign performance.
How Does Cross Media Measurement Work?
The core of cross media measurement involves integrating data from disparate sources. This includes:
- Data Collection: Gathering performance metrics from each channel.
- Data Integration: Combining data from different platforms (e.g., digital analytics, TV ratings, social media metrics, print circulation data).
- Analysis: Using sophisticated models and tools to analyze the combined data set, attributing impact across channels.
Common media channels involved in cross media research include:
- Digital (Search, Display, Video)
- Social Media
- Television (Linear and Connected TV)
- Radio (Broadcast and Streaming)
- Print (Newspapers, Magazines)
- Out-of-Home (OOH)
Challenges in Cross Media Research
While essential, cross media measurement faces challenges:
- Data Harmonization: Standardizing metrics and integrating data from platforms that use different measurement methodologies.
- Identity Resolution: Accurately tracking consumers across devices and platforms.
- Building Consistent Models: Developing analytical frameworks that can fairly attribute impact across diverse media types.
Despite these challenges, advancements in technology and industry collaboration are making robust cross media measurement more achievable, providing marketers with the insights needed to drive campaign success.
Cross media research is the key to understanding the holistic performance of marketing efforts in a multi-platform world.
