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Getting Started Today With Measurement Across TV, CTV, Desktop, and Mobile

by Jamie McGill, November 17, 2020

The explosion of screens and channels has brought about many new opportunities for brands to connect with consumers. But the abundance of media touchpoints can be daunting, even for the most savvy marketer. The insights that result from multi-channel campaigns can be complex as we try to balance different measurement methodologies to get a single view of our audience. 

Streamline campaign activations with common metrics

Bridging the gap between linear TV and digital with common metrics can provide key benefits for decision makers. A converged measurement approach brings teams together and informs more unified multi-channel activation through reach analysis, frequency management, and conversion insights. Using a cross-screen reporting solution enables you to more efficiently:

  1. Observe the channels and networks that deliver ideal reach for your campaign and optimize accordingly.
  2. Ensure you’re not under or over-indexing against your respective audiences, regardless of which screen they’re on.
  3. Analyze the channels and screen combinations that deliver the strongest results for metrics such as offline sales, in-store foot traffic, or app downloads.

Unify and analyze multi-channel buys

Amobee 4Screen reports help marketers make sense of our fragmented media landscape through the application of common metrics. The deduplication of reach, frequency, and conversion rates by linear TV, CTV, desktop, and mobile equips teams with the insights needed to plan holistic campaigns and inform in-flight budget allocations. TV investment teams can showcase the big picture with reporting that validates the efficacy of their buys, spanning both linear TV and digital.

Gain clarity across all cross-screen investments

By being able to navigate the complex media ecosystem and track quantifiable outcomes, agencies can more easily demonstrate the value of their decisioning by showcasing quantifiable outcomes to clients. This is particularly important now with tightened budgets and heightened uncertainty brought about by the pandemic. And broadcasters can showcase the value of their inventory by highlighting incremental reach that can be achieved by purchasing CTV and other digital activations alongside their linear reserves. This can help in the upselling of existing clients or aid in the packaging of broader cross-screen solutions for the market.

Break down silos between linear and digital teams

A converged measurement approach can provide a common framework for bringing teams together. Here are a few tips on how to get started with 4Screen reporting: 

  1. Run a report of your existing media to create a baseline from which to plan and compare future activations against.
  2. Once you have a benchmark of recent media performance, set clear objectives on what you are looking to accomplish with your next campaign. Do you want to extend reach by screen, adjust frequency levels, heavy-up in channel combinations that delivered stronger conversion rates?
  3. Work with your Amobee solutions partner to develop a plan tailored toward your preferred outcomes, and activate, measure, and repeat.  

Explore the benefits of full campaign reporting integration

Contact us solutions@amobee.com for a walkthrough of how Amobee 4Screen can help you apply converged measurement and reporting to your multi-channel campaigns. Please check out this webinar on how 4Screen Reports can help guide marketers during the Covid reset, and our 4Screen guide with Molson Coors. Also, please reference our informative one-sheet on Amobee 4Screen.

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