How do we measure sales for a multi-platform campaign?
Marketers have always struggled to measure the effectiveness of their advertising, but this was especially true amid the seismic changes in the media industry in the early 2010s. The proliferation of smartphones, cord-cutting and online platforms made for an increasingly fractured media landscape and left marketers struggling to understand how the various components of their media mix worked together.
NCS sought to bring clarity to the market by studying how TV commercials and online video advertising complement each other. NCS combined data about the number of times certain households were served TV and online video ads with information on those households’ CPG purchases. The study showed campaigns are most effective when targeting consumers with both TV and online video ads, a milestone in the development of cross-platform attribution.