As part of a joint initiative by Goldbach and Mediapulse, a test has succeeded for the first time in measuring the de-duplicated reach of ads across online video and TV. The successful test run was carried out with Migros Supermarket’s own-brand campaign in partnership with Kantar Media. The tested method is now to be further developed into a market solution so that the reach for online video campaigns can be standardised and combined with TV reach in future.
A first for Switzerland: Measuring de-duplicated reach for online video and TV campaigns
Migros Supermarkt AG’s Migros own-brand moving image campaign ran for three weeks last October on TV and online on the Goldbach Video Network. In a test run, Goldbach, Switzerland’s leading saleshouse for video, in collaboration with Mediapulse and Kantar Media, succeeded for the first time in measuring the personalised reach of online video ads as part of this campaign. While this has been standard for TV advertising for many years, it was previously only possible for online advertising at device level – until now.
Annette Dielmann, Managing Director Switzerland at Kantar Media, explains how this was achieved: “The data was collected using the hybrid measurement infrastructure of Mediapulse’s TV and online TV research. The digital advertising media was tagged to identify the online campaign in the panel’s households. This enabled us to record the online campaign within Mediapulse panel homes, which also forms the basis for TV measurement. Kantar Media was then responsible for the data analysis and data modelling, where the online data was compared with existing TV campaign data. This enabled us to calculate gross and net reach for the online video ad campaign and the classic TV campaign both individually and in combination.”
This measurement method is not only an important milestone from an advertising research perspective, but also a response to demand from advertisers: “We have long been aware of the need in the advertising market to be able to measure personalised reach for online advertising media and combine it with TV,” says Christoph Marty, CEO of Goldbach. “With this successful first test, we are now taking a big step towards standardised, personalised measurement for online video ads and thus paving the way for the first convergent moving image measurement at campaign level in Switzerland.”
Migros is also satisfied with the test and emphasises the advantages for advertisers: “It is a huge benefit for our campaign planning if we know how many and, above all, which people we are reaching for the online campaign,” says Susanne Schlatter, Head of Insights Strategy Media at Migros Supermarkt AG. “And the fact that the online reach can also be analysed in combination with the already established TV reach if required is something that we as advertisers have wanted for a long time.” This would allow future video campaigns to be further optimised and planned more efficiently.
Dr Mirko Marr, Head of Research at Mediapulse, adds: “As an industry research organisation, Mediapulse is pursuing the strategic goal of providing the Swiss market with a convergent currency for evaluating the performance of video campaigns that can be used to measure decoupled video ads in addition to traditional TV advertising and replay ads. The current test on the Mediapulse measurement infrastructure provides important and encouraging insights into the feasibility of this objective.”
In order to achieve the goal of a standardised and neutral market solution for convergent video campaign measurement, Goldbach, Mediapulse and Kantar Media now want to further develop the measurement solution with the lessons learned from the test run.
Contact us
Lukas Bolliger, Content Marketing Manager, Goldbach
+41 79 482 56 47, lukas.bolliger@goldbach.com
About the Goldbach Group
The Goldbach Group companies market and broker advertising in TV, radio, print, online, mobile, outdoor advertising and performance marketing. The focus is on simple information, consulting and booking processes. In order to reach end consumers at the right time, in the right place and in the right context, Goldbach pursues a consistent multi-channel approach. The Goldbach Group is based in Küsnacht and is a TX Group company.
About Mediapulse
As an independent industry organisation, Mediapulse is responsible for collecting data on the use of radio and TV programmes in Switzerland. This data is regarded as official currency and is used by broadcasters and programme makers, the advertising industry, authorities and researchers.
As a practice-orientated company, Mediapulse aims to advance the Swiss electronic media and advertising market with research services and data products. Modern systems and constant innovation ensure that changes in the use of audiovisual media can also be mapped.
Mediapulse stands for neutrality, independence, transparency and scientific rigour in media research and is subject to the supervision of DETEC (OFCOM). A large part of the market is involved in the Board of Directors of Mediapulse AG and the Board of Trustees of the Mediapulse Foundation.
About Kantar Media
As people increasingly move across channels and platforms, Kantar Media’s data and audience measurement, targeting, analytics and advertising intelligence services unlock insights to inform powerful decision-making. Working with panel and first-party data in over 80 countries, Kantar Media has the world’s fastest growing cross-media measurement footprint, underpinned by versatility, scale, technology and expertise to drive long-term business growth for our clients and partners.
In Switzerland, Kantar Media operates the TV and streaming data measurement panel for Mediapulse and thus provides the database for analysing television and streaming usage in Switzerland.