Single-Source, Passive Measurement Provides Higher Accuracy for Cross-Media Ad Effectiveness Research, According to Initiative by Symphony Advanced Media and CIMM

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Combining passively measured TV ad viewing data with ad recognition survey results provides marketers with a clearer picture of ad effectiveness amid the rise of multi-platform and multi-tasking consumption trends

NEW YORK--()--Symphony Advanced Media (SymphonyAM) and The Coalition for Innovative Media Measurement (CIMM), today released findings from their ground-breaking single-source media effectiveness study that directly links passive measurement of actual advertising exposure to consumer response results. The CIMM-sponsored research measured campaigns for several participating brands across multiple industry verticals to assess the efficacy of single-source passive measurement in gauging cross-platform advertising effectiveness.

SymphonyAM's report, "Cross-Media Advertising Effectiveness Using Passive Measurement of Ad Exposure" validates that marketers can overcome current industry methodology shortcomings and get a vastly improved view of cross-platform advertising effectiveness through single-source passive measurement. Key findings include:

  • Passive measurement significantly improves the practicality of cross-media measurement, such as higher survey response rates and fewer dropouts
  • Online and TV exposure together drive synergistic response-improving top funnel metrics, such as unaided brand awareness and consideration
  • TV ad viewers in this initiative typically spent 30-to-40 percent of ad viewing time using a mobile device
  • Combined usage of TV-passive ad exposed and ad recognition methodologies minimize ad exposure pollutions thus providing a true representation of campaign lift metrics

This research marks the first time marketers have been exposed to consumer-level media consumption insights drawn from a single-source passively measured consumer panel linking television viewing, online, mobile and social media consumption. By gathering cross-media exposure across varied platforms, SymphonyAM is able to overcome major deficiencies seen in current ad effectiveness measurement methodologies which hinder effective and efficient media buying and planning.

Jane Clarke, managing director for CIMM, said, "Marketers today have a near infinite number of places where they can spend their advertising dollars but the explosion of options, brought on in part by multi-screens, has made it increasingly difficult for them to evaluate how ads resonate with a target audience. This is due in large part to current industry measurement methodologies that are severely flawed. However, SymphonyAM's research has uncovered the first step to eradicating problematic ad effectiveness measurement models—giving marketers better understanding of how their ads are impacting consumers and how best to spend their marketing dollars."

Charles Buchwalter, CEO and president of Symphony Advanced Media, said, "The industry has been patiently waiting to see how single-source, passive cross-media measurement can bring new levels of accuracy and insight to ad effectiveness and media measurement overall. We are thrilled that CIMM's support enabled SymphonyAM to demonstrate that it's entirely possible to overcome the deficiencies we see in today's current cross media ad effectiveness solutions and develop a more rigorous and accurate read on cross media campaign effectiveness."

To conduct the study, SymphonyAM passively measured simultaneous exposure to television, online, social and mobile media via their consumer panel, using patent-pending mobile app technology that continuously and passively runs in the background of the user's mobile smartphone or tablet device. Combining the TV exposure via automatic content recognition (ACR) data with survey-based responses provides a new level of accuracy by reducing industry-standard self-reported media consumption pollution to deliver a purer sample than currently exists in the industry today.

By monitoring its panelists' TV, online and mobile viewing at the single-source individual level, as opposed to current measurement at the household level, SymphonyAM can determine the degree to which panel participants multi-task with each platform. This capability revealed that 30- to-40 percent of TV ad viewing by the sample group occurred while they were concurrently using mobile devices—validating media industry assumptions that deploying cross-platform ad campaigns can help marketers more effectively reach consumers who may be focused on one medium over another.

The findings were presented at CIMM's 2nd Annual Cross-Platform Video Measurement Summit in New York City. To view the SymphonyAM final report, "Cross-Media Advertising Effectiveness Using Passive Measurement of Ad Exposure," please visit: http://www.cimm-us.org/

About CIMM

The Coalition for Innovative Media Measurement (CIMM) was founded by several leading television content providers, media agencies and advertisers to promote innovation in audience measurement for television and cross-platform video. CIMM will explore and identify new methodologies and approaches to audience measurement through a series of pilot studies with independent measurement companies focusing on two key areas: the current and future potential of television measurement through set-top-box data, and new methods for cross-platform media measurement. http://www.cimm-us.org/

About Symphony Advanced Media

Symphony Advanced Media is a leading media research and data technology firm that measures integrated cross-media consumption and resulting behaviors, enabling advertisers, agencies and publishers to optimize media strategies and maximize advertising performance. Their founding principles include:

  • Unparalleled focus on individual, single-source, real-time cross-media measurement
  • A firm belief that passive measurement is better than stated measurement
  • Commitment to reaching new levels of advertising effectiveness accuracy

Learn more about us at www.symphonyam.com

 

Contacts

CIMM:
Erik Milster, 212-446-1866
emilster@sloanepr.com
or
Symphony Advanced Media:
L. Dickinson, 510-557-5954
info@symphonyam.com