The blind spots in the cross-media campaign measurement
Brand exposure

The blind spots in the cross-media campaign measurement

Marta Sułkiewicz, Expert and CEO of Gemius GmbH together with[nbsp]Bettina Zerwes from Telefonica took part in this year Werbewirkungsgipfel Conference in Frankfurt, Germany. Today we present the most important topics and conclusions from the presentation.

Global dominance of what’s hardly measured

The reason for the existence of blind spots in media measurement today is the global dominance of large online platforms, which are very difficult to measure. Dominance keeps growing and the competition gap globally – between the large platforms and the traditional media is becomming larger and larger each year.

Every platform enables very in-depth analyses but only inside. You can cal lit Silo or Walled Gardens, but the fact is that it is very hard to measure across them. Big platform salso became very successfull in convience marketers about consumer centricity. While they are strive to follow the customer centricity, they are actually forced to analyse the campaign touchpoints and customers media journey in each silo separately. And we are not speaking only about Facebook, YouTube, Amazon or TikTok but also the about the new players on the TV market. CTV, AVOD platforms are following in the US the Facebook philosophy in terms of data sharing.

The death of the Cookies means more silos

We were relying on the 3rd party cookies measurement for a very long time. It was not a perfect indentifier, but available at scale and relatively cheap, so we could measured the very fragmented digital ecosystem. Unfortunatelly this era will end soon. Media measurement companies will suffer not only because of loosing panels/technology but also because it will create even more walled gardens. Fortnunately there are options to measure campaign tag-less and cookie independent.

It’s possible to measure them panel based. To illustrate you the challenge of media measurement company Gemius Expert prepared – based on German data - Reach curves for linear TV vs all digital video ads from mobile and PC (including FB, YT). As you can see - even if digital reach curve is lower there is no problem.

The one starts once you see how fragmented it is. Consist of many different digital activities, a lots of them are overlapped with each other and offering different quality of the ad contact.

With many data sources, deduplication is the key

Measuring digital for over 20 years taught us that panel can not be the only source of the truth to understand digital fragmented worlds. Using external data sources is a must, but the number of sources is growing dramatically, It’s noticed by the WFA North Star project - but the data coming from different vendors must be deduplicated. Panel as a source of truth calibrating the data and training the VID model.

On the chart you can see how complex it is in the United States right now with CTV. With such many data sources deduplication is the key. And there is one must when it comes to the panel - it needs to detect the video ad event in the panel.

Panel-based approach is struggling to capture the campaign level data - the ad event per panelist can be captured only with very few technologies. And To have AI counting everything for you you must have a good quality learning base. Your source of truth. How can you do it? In the tabel below Gemius Expert prepared explanation of technologies that are available on the global market and which media measurement companies are using.

Gemius in Germany

Gemius established a single source panel in Germany based on smartphones, measuring campaigns cross-media and cross-walled gardens. Ad exposure events can be detected tag-less and cookie-independently. How the panel in Germany works? The details you can find on the graphic below.