Three Ways to Maximize Online Advertising
By Mark Sneathen, SVP, Client Consulting, Nielsen
According to Nielsen’s latest cross-platform report, the average American spends more than 41 hours each week engaging with content across all screens. That’s 41 hours of opportunity to boost brand recall. On average, we see that brands that implement cross-platform campaigns have a 20 percent higher resonance and recall among consumers than those that don’t.
Marketers are responding to this rising trend by increasing their mobile, social and video advertising. Seventy percent of brand marketers plan to increase their use of social media in 2013, followed closely by mobile advertising (69%) and video advertising (64%). This shift in spending reflects a stronger need for improved clarity around media yield and the ability to verify the impact of advertising.
Today, we’re able to understand reach and resonance on a daily basis, helping our marketers make in-flight changes to maximize their campaigns. Here are three ways marketers can maximize their online and cross-platform advertising campaigns:
- Don’t rely on one metric for measuring success. For example, we know that click-through rate is not applicable to every advertising campaign, such as branding campaigns.
- Ensure you have sufficient flexibility in your digital buys. Many of our clients have bought into inflexible large-scale agreements that haven’t delivered as expected. Now that we have day-after reporting available, marketers don’t have to accept sub-par results if they can make in-flight adjustments.
- Be clear about your cross-platform objectives. A marketer should first define an objective, and then he or she can use that objective to set a target and cap frequencies. Advertising performance will vary by site, and setting a target allows you to identify your top and bottom performing sites in order to maximize reach. At some point your return diminishes. Identify this point as your frequency cap in order to maximize your media yield.
We are at a pivotal moment in online advertising, but we still have a ways to go in terms of defining and learning how to maximize campaigns across all of today’s platforms. As the online advertising space evolves, we’ll see mobile, tablets and new technologies continue to shape consumer behavior. Looking forward, marketers will need to consider the sliding scale between big screens and small screens and how screen size affects their campaigns.
Mark Sneathen, SVP, Client Consulting at Nielsen and Jim Totten, Director of Media Analytics, Pepsi NA Beverages will present at Consumer 360’s insight session “Making Digital & Cross Platform Advertising Investments Work Harder” on June 3 – 5.
For live and on-demand access to the Consumer 360 register here.