Measuring the Effectiveness of Transmedia Marketing

Today,  Adweek announced that “TubeMogul Brings Nielsen GRP Ratings to Video |  Part of push to equate TV, digital buys (see the full article here: http://www.adweek.com/news/television/tubemogul-brings-nielsen-grp-ratings-video-139258)

This announcement underlines one of the nasty realities of transmedia marketing: there is no existing framework for transmedia marketing metrics.  Ultimately, if we want to stop marketing in silos we need to stop measuring in silos.  We need the ability to determine marketing costs and marketing effectiveness holistically across all media types and platforms.

1) Determining costs across all media: the primary challenge is separating the cost of service from the cost of audience, and then creating a platform agnostic metric for “audience”.

  • The cost of service can be anything from creative services to media buying to analysis.  Transmedia marketing can spread the cost of service across multiple platforms, thereby reducing the cost of service for any single platform, but increasing the complexity of determining costs on a platform basis.
  • The cost of audience requires the ability to attribute the qualities of audience across time, distraction and interest.  An audience that that is exposed to a message for a long time with no distraction (e.g. a movie trailer in a darkened theater) is more valuable than an audience that is exposed briefly with multiple distractions (e.g., a billboard near a busy freeway).  However, you must include the power of  “interest” to provide the appropriate weighting to the calculation.  To build on the previous example: showing a movie trailer for a kids movie inside a theater preparing to show a sci-fi – slasher-thriller movie may be worth less than having a billboard for a kids movie by the freeway near Disneyland.

2) Determining effectiveness across all media.  Ultimately, effectiveness is measured by audience “actions” ranging from remembering your product thru to purchasing your product.  But the interesting measurements are those actions of “engagement” – reading, replying, playing, clicking, sharing, etc… And this is where transmedia marketing has the biggest impact: engagement.

Ultimately, it all comes down to eyeballs and actions, but I’ll save my viewpoint on the solution for another time.

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