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.
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