The implementation of this measurement is motivated by the current media landscape in which audiences are hyperfragmented.
The media agency Arena Media and CSA, a unit specialized in measurement, data and technology of Havas Media Network, and in collaboration with Smartme Analytics, have implemented the crossmedia measurement “People Measurement” in “PKM”, the Estrella Damm campaign starring Bad Gyal«.
The implementation of this measurement is motivated by the current media landscape in which audiences are hyper-fragmented across a wide variety of devices and with a wide variety of advertising formats, which makes generating a positive brand impact and subsequent recall a task. difficult for brands. Furthermore, traditional media measurement is highly departmentalized into silos and there are gaps in the measurement of “new media.”
With the implementation of the crossmedia measurement “People Measurement”, Arena Media and CSA are committed to understanding the consumer and what their relationship with brands is like through the media, from a unified 360° perspective, in order to maximize the effectiveness and efficiency of the impact of communications.
“People Measurement” represents a cutting-edge measurement typology that is characterized by starting from a single source that includes the complete consumer itinerary, from multimedia impact to its effect on the brand and the business. In this way, a unified and global vision is obtained for the first time, both online and offline media. All of this, from a passive, non-intrusive measurement that is also respectful of the users’ privacy.
Marga Ollero, Chief Data & Insights Officer & Head of CSA, states that “with People Measurement we put the individual at the center of the measurement, achieving a unique vision of the impact on the brand and business.” For her part, Elena Herrero, Measurement Director of Arena Media, explains that “having a unified vision of the media is key in the current context of fragmentation. The measurement with the Estrella Damm campaign has been a turning point when it comes to specifying the role of the media to maximize the impact of its communication.
Therefore, its application allows us to know the role of each of the media in building the reach, visibility and recall of the campaigns; extensive knowledge of the sociodemographic profile, their purchasing habits and the relationship between those impacted and those not impacted to understand the effect of communication on the brand funnel: knowledge, consideration and purchase intention.
The first Estrella Damm communication that has implemented this measurement has been the “PKM” campaign starring BadGyal, obtaining very beneficial results:
- Balance the effective impact of the campaign without saturating consumers.
- Adapt to the constantly evolving media ecosystem.
- Ensure a positive and relevant impact of the brand image.
- Measure communications more accurately.
- Extract insights and learnings that allow the brand to work so that its actions are highly optimized, in an agile way.
- Achieve significant results in line with strategic objectives.
Finally, the application of crossmedia measurement in the Estrella Damm campaign allows us to extract a series of learnings. Firstly, the role of the media in generating recall and impact of the campaign, detecting the key media that have proven to be up to +30-60% more effective and 100% more efficient. On the other hand, the complementarity of profiles and the construction of incremental coverage between the media has been observed, as well as which are capable of mobilizing the viewing of the piece on YouTube to a greater extent. Frequency distribution analyzes have also been developed to maximize the impact of the campaign and balance target exposure. And it is concluded that brand funnel data improves significantly among those impacted by the campaign.
