With consumers using mutiples of digital devices and platforms, keeping track of your exposure has become a lengthy process. Marketers and advertisers want to know " how many, who are they, did they connect and ultimately buy their product or service". Individual medium figures are only part of the big picture such as website, mobile, tablet etc.
From the advertisers point of view, which device or platform actually works is critical, is my money being wasted and how flexible can I be to get on to the best medium to maximise my return. And I want it now. First party data measuring across browsers, publishers, devices and channels is a must have system if you are to truly know what's going on. Effectively, this means that advertisers can monitor, in real-time, how consumers use mobile to interact with brands, which cookie-based ads currently cannot provide.
This is now a reality with Atlas measurement on Facebook. The next step is taking it across all digital publishers, web sites and apps and make sure the ability to read the habits of real people can be provided.
Many digital media buys are currently based on impacts and uniques but simply don't drill down to the response or purchase levels. This is hit and miss media and a virtual waste of money. The other issue is.... who is interacting, is it a robot or a real human.
Cross platform measurements over multiple devices should be a part of your media policy, media strategy, media planning and media buying. Media Futures presents industry articles in the constant pursuit of maximising return on media investment. If you need to know more seek out an independent media professional.