Audience Measurement and defining your campaign objective can be challenging as the measurement of your online campaigns can be a bit confusing. The Video Marketing firms have promoted iGRP as the commonly used metric which builds in frequency.
The calculation of iGRP is based on looking at reach and frequency to arrive at Audience Reach Measurement.
In addition to reach the quality of audience reached and the effect on sales outcome is a growing concern with Marketers. According to a research report by Nielsen, the importance of delivering an effective Marketing Message in multi-screen advertising is likely to go up in the next few years.
16% of marketers currently measure the effectiveness of their integrated multi-screen campaigns using one metric. In contrast, nearly 80% say they’d prefer to reduce that to one metric. The use of Metrics for measuring advertising effectiveness is challenging as it goes beyond only views to incorporate the social media conversation. Though reach may be duplicated with more than one screens and network combined, one of the key requirements for audience measurement which is reach may not be able to incorporate the combined effect of advertising on Brand Health and Intent to purchase.
It may therefore be important to look at campaigns beyond the reach as a singular metric as most campaigns with multi-screening create buzz beyond advertising.
With effective results in 2013, Audi created a multiscreen campaign surrounding the mystery series “Pretty Little Liars” on ABC Family, which was tied to the A3 launch.
Audi found a perfect match with the target audience for the new car and the Twitter followers of Pretty Little liars and used it as an opportunity to promote the car. The car was promoted with ads and content linked to the show. PLL is one of the most watched TV shows and saw over 890,000 tweets about the season 5 finale.
Audi took its outreach a step further by directing tweeters to its Snapchat mobile account, where it posted video clues and puzzles linking it to the show content.
Twitter, Snapchat and Facebook saw an estimated 476 Million impressions with a mention of over 30,000 for the hashtag and Tweets generated for the car were in excess of 800,000.
In addition to creating the social buzz the campaign drew an up ward trend in brand health with all metrics going north. According to the track the recall for Audi in the luxury segment went up by 30 % and brand favorability up by 56 % with the exposed group.
In the above case study though the reach was duplicated across social media the campaign delivered results for the brand as the awareness and recall went up.