Media fragmentation and the rise of multi-device audiences are forcing brands to adopt cross-media strategies to maximize their reach and optimize ad spend.
EXTE
In the current audiovisual landscape, marked by fragmentation, advertising impacts on television are mostly concentrated in highly exposed audiences, known as High TV Viewers (HTVs). In contrast, Light TV Viewers (LTVs) receive a significantly lower proportion of these impacts.
In fact, more than 70% of TV advertising impacts are directed at HTVs, while only 10% manage to reach LTVs. This uneven distribution shows that working with coverage and average frequencies may not accurately reflect the real reach of our campaigns in the total core target.
For advertisers, the challenge is clear: accurately measuring the impact of campaigns in such a dispersed environment and ensuring that messages reach all segments, including the hardest-to-reach audiences on linear TV.
In this context, cross-media measurement emerges as an indispensable tool. This was the case of a large customer in the automotive sector. EXTE, in collaboration with FLUZO, monitored and measured the total cross-media campaign, offering the advertiser a global picture and a large number of insights that allow them to continue optimizing their campaigns.
The campaign showed a notable concentration of impacts on high-consumption linear TV users, with 72.8% of impacts reaching this group, while low-consumption linear TV consumers accounted for only 5.9%.
On the other hand, on the EXTE platform, the distribution of impacts was more equitable, reaching 34.5% of high-consumption users and 30.4% of low-consumption users, resulting in a 5-point increase in the reach of this group compared to linear TV. In addition, the increase in TV investment to reach these incremental users was 15%.
"Content consumption is highly fragmented: devices are multiple, audiences consume individually, with diverse interests and, above all, without loyalty to any particular platform or channel. In this context, having cross-media and single-source measurement becomes essential to know the real reach of our campaigns and detect key opportunities to implement optimizations that improve their efficiency," explains Silvia Fernandez, Head of Platforms & CTV at EXTE.
For José Luis García, CEO of FLUZO, "the results of a campaign like this show how, with the right cross-media data, inefficiencies can be reduced, transparency and control over advertising investment can be gained, resources can be distributed towards the most effective strategies, which maximise the impact of every euro, and more relevant campaigns can be achieved for consumers".
Benefits of Cross-Media Measurement
Incremental coverage:
The integration of data from television and digital makes it possible to reach audiences that would otherwise be off the advertising radar. In the recent automotive sector campaign, the combination of digital strategies and FUNZO's methodology with EXTE's capabilities provided an additional coverage of 2.7% on the main target.
Impact overlap and dispersion analysis:
Understanding the overlap between media is crucial to optimizing impacts. According to FLUZO's analysis, the overlap between television and digital in integrated campaigns is only 7.5%, and in digital, the overlap between lines reaches minimum levels (0.09%). This analysis allows you to maximize the impact without saturating audiences.
Reach on Light TV Viewers:
Reaching audiences less exposed to traditional television is one of the most important challenges in the sector. FLUZO and EXTE work together to achieve a balanced distribution of digital impacts, allowing these key segments to be reached without increasing saturation in High Viewers.
Efficiency in advertising investment:
Tools such as the Frequency Index (FI) allow you to adjust the distribution of impacts, maximizing the return on investment. While television concentrates most of the impacts on frequent users, EXTE achieves a much more efficient IF (0.21 compared to 0.66 for linear TV), thus optimizing the available resources.
The Role of Technology in Cross-Media Measurement
The integration of advanced technology solutions is revolutionizing the way advertising effectiveness is measured. FLUZO, with its ability to analyze data in real-time, allows advertisers to identify consumption patterns and adjust their strategies accordingly.
In the automotive sector, this methodology applied by EXTE has not only improved total coverage by 2.7%, but has also made it possible to optimize the average frequencies at the core target. This combination of television and digital ensures personalized and relevant communication for each audience segment.
Towards a new standard in advertising planning
Cross-media measurement is not just a trend, but a necessity in an environment where consumers are more fragmented than ever. Tools like FLUZO and EXTE are setting a new standard, giving advertisers the ability to reach more people strategically and efficiently.
Thanks to these solutions, the combination of television and digital not only maximizes reach, but balances the frequency of impacts and ensures that every euro invested generates measurable and tangible results.
