The changes that are taking place in consumers’ media consumption in and outside the home pose a challenge as to how to accurately assess the impact of cross-media advertising campaigns. An innovative measurement solution based on audio-matching technology, and taking a cross-media, single-source approach, provided a holistic view of the effectiveness of advertising campaigns across different media and platforms. This research applied this new methodology to a cross-media campaign to understand how emerging digital media (connected TV and Spotify) can contribute to meeting advertising objectives, in terms of coverage and frequency, when combined with other media. The new measurement solution provides a more effective comparison of these emerging media in terms of advertising effectiveness, that is, attitude toward ads and brands, brand image and purchase intentions for advertised products. The results also reveal the complementary nature of the digital media analyzed, and provide important recommendations for communication managers and media planners.

中文翻译：

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打破广告壁垒：具有音频匹配的创新跨媒体测量

消费者在家庭内外的媒体消费正在发生的变化，对如何准确评估跨媒体广告活动的影响提出了挑战。基于音频匹配技术的创新测量解决方案，采用跨媒体、单一来源的方法，提供了跨不同媒体和平台的广告活动效果的整体视图。这项研究将这种新方法应用于跨媒体活动，以了解新兴数字媒体（联网电视和 Spotify）在与其他媒体相结合时，如何在覆盖率和频率方面为实现广告目标做出贡献。新的成效衡量解决方案可以更有效地比较这些新兴媒体的广告效果，即对广告和品牌的态度、品牌形象和所推广商品的购买意向。结果还揭示了所分析的数字媒体的互补性，并为传播经理和媒体规划者提供了重要建议。