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Jorge RuizPartner, Director of Media AnalyticsNeo@Ogilvy
As partner and director of media analytics for Neo@Ogilvy, Jorge Ruiz specializes in cross-media advertising effectiveness research and analysis. He spoke to eMarketer’s Lauren Fisher about the state of cross-platform ad measurement.
eMarketer: How would you describe the current cross-platform ad measurement landscape?
Jorge Ruiz: Though, overall, the world of cross-media and cross-platform measurement has improved, there are now a lot of questions when it comes to looking at digital, especially because it tends to be more technology-driven.
Someone can tell you they have a tool that combines search and display or can add mobile into the cross-channel mix, but is it really a cross-platform solution? Does it also incorporate print and television?
A lot of these technology partners have a hard time bringing in all the traditional methods for measuring things that are inherently difficult to measure. It may be easy to estimate a GRP [gross ratings point], but how do you bring in scalable data to appropriately sample television? And what happens when you combine that again with digital analytics?
eMarketer: Who are some of the players addressing these questions and measurement challenges?
Ruiz: Both Nielsen and comScore have made some wonderful improvements to cross-platform ad measurement with their online campaign ratings. Whether or not you believe in GRPs, you now have the ability to use their tags and their products to show delivered GRPs across display and TV, at least with the Nielsen product. These tools take the first step, which is to show marketers the delivery of their ad campaigns.
eMarketer: Beyond delivery, what do agencies and brands want from their cross-platform ad measurement solutions?
Ruiz: What clients really want to see is ad effectiveness. Clients want to see real comparisons of how each of their media channels is driving awareness lift, consideration lift or estimated sales and actual units.
The old, traditional way of doing this was to use cookie technology to attack digital and then estimate the effects using survey data for the offline channels.
There’s a lot of buzz in the way cross-platform ad measurement, specifically on the digital side, is trying to find a way to combine TV set-top box data with cookies in a scalable fashion. The lack of scalable measurement for TV is a real problem at this point for marketers looking to understand effectiveness.
eMarketer: How are you approaching the task of measuring cross-platform ad performance or effectiveness?
Ruiz: If you can measure delivery, you can [look at] the effectiveness piece with the same research partners. For a lot of our larger campaigns, we’ll also do cross-media studies that have an experimental element, where we’re also incorporating our cookie data for any digital channels. I’ll try and put a research tag on anything that has a cookie so I’m able to track 100% of that exposure. Through some of these research partners, you’re able to then go to a panel and sample a very large number of people and ask questions around TV consumption, if you’re doing a TV-and-online plan. The same can be done for print and out-of-home.
With this structure, I can create an experiment that allows me to run my media plan and know who I exposed to an ad either through a panel or through a control, like a bonus impression. I can serve fake ads. It’s the classic experiment of test versus control, but you’re doing it for every channel you run.
I can account for the exposure and control across all channels, and then I can use the survey to ask all my funnel questions. I’m then able to estimate the likely lift, the differences through the control group and the combined channel effects.
eMarketer: What benefit does taking this type of approach offer?
Ruiz: It allows you to run a simulation that shows you what change in the media mix will help bring about better purchase consideration or estimated sales. If I have cookie data and survey data, which has all the coding to estimate what the exposure is, I can then match it back to anything from Nielsen. I can also match it to a sales panel, like an IRI, or even a client’s CRM data to match it to actual sales data. Then I’m able to go back to clients and say, “Here’s your funnel from awareness to purchase.”
A longer version of this interview is available to eMarketer Total Access clients only. If you’d like to learn more about becoming a Total Access client, click here.
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