How to Maximize Cross-Platform Reach for Really Small Campaigns

A second reason to investigate how to maximize crossplatform reach on really small campaigns say around 25 GRPs is to empower the use of inmarket prelaunches of new creative Not only whether to put more money behind the new executions but also where are they performing best So as to inform a higher performance buy when the launch goes fullscaleThis analysis is again based on Nielsen ONE Ads and I undertook it not just to write about it but in order to learn how to evolve the product so as to maximize its positive decision impact Here I wear the hat of Bill Harvey Consulting Inc and with Nielsenamp8217s permission report transparently on the findings of the investigationNielsen ONE Ads is the companyamp8217s CrossPlatform measurement system and it has a long roadmap of evolution ahead which this inquiry serves It integrates all of Nielsenamp8217s digital data with the national big data panel metrics and is focused on the postevaluation of crossplatform campaigns There are two other versions for convenience of clients TV in one is panel only TV in the other is big data at subminute level Itamp8217s not currently designed as a planning tool but my articles have demonstrated that Nielsen ONE Ads today can be used for planning However Nielsen is currently in the development stages of integrating planning capabilities and will have more to share next year Todayamp8217s article will continue the series reporting the generalizable learnings which can be applied by any marketerThe lens of the new platform is to divide the world into linear TV CTV computer and mobile The ability to optimize the allocations across those types and to know how much dispersion you can afford across publishers within each type is the aim of these analysesThere are now over 45000 client campaigns in Nielsen ONE and my analyses have been focusing on a random subsample of 2267 campaigns Iamp8217ve arbitrarily been using A2554 as the targetAs we look over the database of 2267 we see 15 campaigns between 22 and 28 GRPsAnalyzing the 15 campaigns we see that the reaches achieved range from 4 to 12The campaigns in which linear television was used averaged 9 reach while campaigns without linear television averaged 6The vast majority of these campaigns were not dispersed enough to convert GRPs into reach faster True in a small buy itamp8217s hard to buy many publishers but it can be done The campaigns that were not Low in dispersion averaged a 10 reachThere were two campaigns which used only Computer plus Mobile which averaged an 11 reach This surprised me because typically campaigns which buy neither linear nor CTV have reaches in the single digits especially at these low GRP levels I thought of a way it could be done if one had a fully integrated ID graph combining all of the avails across computer plus mobile and imposed strict frequency cappingThe highest reach achievers tended to be associated with linear TV or the two apparently wellexecuted computer plus mobile campaignsThe lowest reach achievers tended to be the campaigns that went with a single media type who averaged a 5 reachThe optimal schedule would include all four media types allocated in proportion to their maximum reach topoff levels And within each of the four media types the dispersion target should be ten or more platformspublishers per media type Strict frequency capping will be essentialTRA work with Mars and others determined that ROAS could be increased an average of 52 by fast inmarket sales measurement of new creative Learnings make improvements for both creative and mediaIn future analyses we will continue to probe at all campaign levels what tactics are most likely to increase crossplatform reach at the same budget levelPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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How to Maximize Cross-Platform Reach for Really Small Campaigns

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Bill Harvey

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How to Maximize Cross-Platform Reach for Really Small Campaigns

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