The inability to measure and compare the different channels together prevents marketers from launching effective multiscreen advertising campaigns, noted Bill Duggan, group executive VP of the ANA. “Measurement is the biggest issue that will influence the rate of growth for multiscreen advertising,” said Duggan in a statement. “The industry needs to adopt measures that are consistent, comparable and combinable across screens to provide a complete picture of a campaign’s effectiveness.”
The majority of the respondents (71%) said they use a variety of metrics specific to individual screens, but 73% said they would prefer to use just one set of metrics across all screens.
As for the specific metrics they would like to use, 66% selected reach, frequency and GRPs to determine if the advertising was delivered to the desired audience and 67% said they would like to use brand-lift metrics to assess awareness, likeability and purchase intent. Other elements that the respondents said were critical for an integrated measurement of a multiscreen campaign included consistent methodology across media (73%), real-time measures for optimization (69%) and the ability to understand the competitive landscape (69%).