Presented at Digiday Hot Topic: Media Buying in the Age of Transparency. Presented in focus group by Ruben Schreurs, Managing Partner, Digital Decisions

1. Actionable steps to measure effectiveness of media spend
Media Effectiveness
November, 2018

2. The goal of advertising in the end is to generate sales, but measuring short term and long term
effects of campaigns is not always straightforward.
“Brands should pursue a balanced scorecard of metrics capable of monitoring both short and long-term effects”
Salesupliftoverbase
Time
Source: The Long and the Short of it (2018), Les Binet & Peter Field
Campaign effectiveness measurements are often based what’s easily accessible,
rather than what’s truly valuable.

3. Simultaneously, in many cases media strategies and channel choices are not based on facts and
evidence, but on the perceived value of channels.
Source: Marketingweek (2018), Mark Ritson
It’s crucial to know which channels really contribute to your business goals.
“There are big gaps between reality and perception, which need to be removed”

4. Managing media effectiveness is a three-way exercise: know your goals, know which strategy and
channels contribute to those goals, and actively measure campaign effects.
Business & Marketing Goals
Brand equity, sales activation
KPIs
Top of mind, brand awareness
Media Metrics
GPRs, Viewable impressions, share of voice
Campaign strategy & Channels
TV, Print, Online display
Strategy and
channel choice
Measure effects
Media performance
It’s crucial to know what you really get in return for your marketing investments
Therefore, it’s crucial to know how to measure marketing effectiveness

5. 5
Measuring
Actual
Effect
DifficultEasy
Low
High
What you should measure
Easy to measure
Measure what’s right. Not what’s easy.

6. Product MaturityMarket Maturity Buyer Loyalty
Avg. Purchase
FrequencyIndustry
Target
Audience Market share Brand Maturity
Aaa Aaa Aaa
Paid Media Performance Grid.
Brand input.
CONFIDENTIAL & PROPRIETARY | Paid Media Performance | Grid | www.digitaldecisions.com
Paid Media
Performance.
Compatible sources.
Measuring Media performance
requires a thorough review of the
effects of all media investments,
across channels. For all channels the
path to value needs to be clear, and
data needs to be accessible to
measure the effects.
Data sources.
⎮ Advertiser
Sales, web analytics, in-house data
Agency
Media data, tracking
⎮ Data partners
Nielsen, GFK, ComScore, Kantar, Ipsos
Sales
Sales activation
…
Brand
awareness
Search ranking
Viewable
Impressions
Clicks &
CTR
Customer
Sentiment
Online
display
Business Goal
TVPrint
KPIs
Brand equityMarketing goal
Media Metric
Channel
Purchase intent
Input
Paid Social RadioPaid Search
Website
visitors
Engagement
rate
Share of Voice
Opportunity
to Contact
Reach on
Target
FB Ad spend
$x,x M
STER spend
$x,x M
RTL spend
$x,x M
… …… … ……
Top of mind
Out of
Home
Direct mail Email
Triggered …Strategy Continuous Concentrated
Bursting
(flighting)
Pulsing
…GRPs
Aaa
Media Budget
Real-time
bidding
(Programmatic)
Online
Video
Aaa Aaa Aaa Aaa Aaa

7. Product MaturityMarket Maturity Buyer Loyalty
Avg. Purchase
FrequencyIndustry
Target
Audience Market share Brand Maturity
FMCG Young Urban
Couples
8%
Paid Media Performance Grid.
Brand input.
CONFIDENTIAL & PROPRIETARY | Paid Media Performance | Grid | www.digitaldecisions.com
Paid Media
Performance.
Compatible sources.
Measuring Media performance
requires a thorough review of the
effects of all media investments,
across channels. For all channels the
path to value needs to be clear, and
data needs to be accessible to
measure the effects.
Data sources.
⎮ Advertiser
Sales, web analytics, in-house data
Agency
Media data, tracking
⎮ Data partners
Nielsen, GFK, ComScore, Kantar, Ipsos
Sales
Sales activation
…
Brand
awareness
Search ranking
Viewable
Impressions
Clicks &
CTR
Customer
Sentiment
Business Goal
TV
KPIs
Brand equityMarketing goal
Media Metric
Channel
Purchase intent
Input
Website
visitors
Engagement
rate
Share of Voice
Opportunity
to Contact
Reach on
Target
RTL spend
EUR 500 K
Top of mind
Triggered …Strategy Continuous Concentrated
Bursting
(flighting)
Pulsing
…GRPs
Fully mature
Media Budget
Real-time
bidding
(Programmatic)
Growth phase Introduction
(new product)
Low High 5M
EXAMPLE
600K Sales Activation900K Brand equity
1.5M Value
3.0 ROI

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