On Device Measurement Manifesto: Cross-media plans are magic

Our measurement manifesto

Back in 2001, our CEO wrote a dissertation with the snappy title of  “What advertising research methods are used to create the best results for Internet advertising and will this have an effect on the way they are bought?”.

The dissertation wasn’t great, but the conclusion became the problem he wanted to solve when he started On Device. The problem:

To evaluate brand campaigns you need a way to reliably measure and compare advertising's impact on consumer attitudes, whatever the media channel.

To maximise advertising effectiveness, you need accurate Brand Lift measurement. This is harder than it sounds. Here we've broken down our approach into seven essential principles. We call it our Measurement Manifesto and we hope it provides food for thought.

Alistair Hill
Co-Founder and CEO
 

Cross-media plans are magic

1+1 = 2.8. Let us explain: Cross-media campaigns are 2.8 times more effective than single-media campaigns*. We call it the Magic Multiplier - because the right combination of media can multiply the impact of your advertising just like magic. You might have heard it called cognitive reinforcement or the orchestra effect, but the crucial point is this beyond a mere exposure effect.

By measuring the role each media plays in campaign effectiveness - both individually and in combination - you can move planning from an art to a science. If you want to maximise the effectiveness of your advertising investment, you need to combine granular cross-media measurement to identify and leverage this media magic.

*delta between control and exposure for prompted awareness, brand consideration and purchase intent. Base: Brand awareness: (Single n=387/Multi n=270 studies); Consideration: (Single n=359/Multi n=242 studies); Intent: (Single n=342/Multi n=236 studies).