Marta Sułkiewicz
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For the last 20 years the Holly Grail has been "to measure cross-media", digital together with TV, even if the division between those two has been harder and harder to define. But no matter how hard the measurement vendors work on their panels & the methodology, they will not achieve the granularity of cross-media data Samsung has within the ecosystem of their devices at scale. Or Apple. Or Google. Or Amazon.
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"Welcome to the new world of even more walled gardens" this is how Jane Clark, CEO of Coalition for Innovative Media Measurement in the U.S. concluded the panel discussion at the last week CIMM Summit. On the "Zoom stage" we were observing Samsung Ads, LG, Roku and VIZIO, each of them concentrating on measuring the conversions inside their own platform. If any of them could be open to release the IDs outside (like Roku ID) - that would be only for the purpose of attribution. Certain deja vu, as we all have been facing the same arguments already on the digital conferences (mainly from Facebook executives).
The TV market with its amazing addressable revolution follows exactly the same path digital market did 10 years ago. Multiple transaction currencies and even more walled gardens.
For the last 20 years the Holly Grail has been "to measure cross-media", digital together with TV, even if the division between those two has been harder and harder to define. But no matter how hard the measurement vendors work on their panels & the methodology, they will not achieve the granularity of cross-media data Samsung has within the ecosystem of their devices at scale. Or Apple. Or Google. Or Amazon.
What does in practice mean to have such valuable knowledge? Let's have a look at the German example of Samsung S21 launch campaign (as Gemius operates single source panel in Germany, collecting ad-exposure data across TV&digital including walled gardens mobile in-app). The Incremental Reach at the level of +22 percentage points (digital video adds over TV campaign) is impressive and rather beyond the reach of other marketers. Even if others have some opportunities to gather data on how people move across devices (Telekom for sure does!), marketers like Samsung have certain competitive advantage. And Samsung Ads uses it to offer the U.S. clients their undoubtedly great models within own ecosystem.
However building a wide reach campaign requires more than just one walled garden in the media mix. As soon as they have a different role to play - like YouTube pre-rolls vs Facebook out-stream video - the duplication can be accepted. But in case of the TV commercials we speak about quite similar advertising product so there is definitely a need to measure the campaign netReach. "Cross-silos" or "cross-walled gardens" should definitely replace "cross-media" as a buzzword. Even if the cross-media challenge in the addressable TV environment brings an extra issue on how to connect the HouseHold-based with the Individual-based approach.
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