Dynata used its unique Cross-Media Measurement methodology which incorporates validating audience reach, viewability, the tagging of all online ad exposures and capturing the offline exposures through opportunities to see (OTS) surveys. This single source Cross-Media approach allowed PHD International to measure the impact of the campaign both at a total and individual channel level. PHD International and their client, a well-known consumer electronics brand, were able to access detailed analysis through a bespoke dashboard for all channels used in the campaign, including programmatic. The dashboard allowed PHD International to optimise the online campaign in-flight, understand the total reach of the campaign, determine how much of the campaign was in-view and for how long, and monitor key brand metrics such as recommendation and consideration.
As a result of the partnership with Dynata, PHD International and their client were able to demonstrate campaign success on key KPIs. The analysis showed programmatic to be one of the top performing channels. This channel was optimised during the campaign delivering a 9% cost savings for the business.
The campaign gave this client a new perspective on the opportunities of programmatic in their cross-media campaigns. The results again key KPIs and the optimised budget has led to further investment in this channel for in 2019 planning. This insight would not have been possible without the new approach to cross-media campaign measurement that the project delivered.
Ultimately by measuring the campaign performance/impact at a channel level, it helped PHD’s client to make even better marketing decisions and in return, they are one happy client!
Come to the Dynata presentation on 6 February, 10:45 in the Dynata Hall at MIE19 to find out more about how our innovations in advertising measurement can help you get a true understanding of your results.