Leverage Media Synergy to Accelerate Efficient Brand Growth

My first personal experience measuring media synergy came in 20062012 when we started to observe the phenomenon at TRA the company we later sold to TiVo TRA was the first to come up with patented ways later perfected by clean rooms to protect privacy while deterministically matching ad exposure to sales using big data we called it naturally occurring dataNBCU presented at ARF annual conferences two years in a row 20142015 TRA tunein advertising studies which showed a very strong media synergy effect the same type of effect although the program being advertised was different each year What we saw was that paid tunein had no effect on its own but when combined with native tunein increased the effect of native 47 amp8220Nativeamp8221 in this context means when the program is advertised on the network groupamp8217s own airtime including the network where the program will run as well as its sister networksWhy would this be the case Media synergy is a very subtle phenomenon and we know very little about why and how it works In psychology there is what is known as the amp8220endorser effectamp8221 This effect is best illustrated by example as in a financial services company advertising in Barronamp8217s The conscious mind knows that the publication is not endorsing the company just because it accepted money to run its ad However the subconscious mind appears not to know this Analogously seeing a program advertised in places one does not expect to see it could be tapping into this subconscious endorser effect Or it could be something else NBCU did not hesitate to use the insight to benefit its own audience promotion just because it could not definitively pin down how the effect worksMy next personal experience with media synergy came when consulting for FOX Corp From 20172023 we stood up one of the worldamp8217s largest marketing mix modeling projects of all time measuring the ROAS return on ad spend of crossmedia campaigns for all of the largest auto CPG and QSR quick service restaurant companies 20142023 amounting to about 3 trillion in sales correlated with about 50 billion in ad spend There we also saw very strong synergy effects mostly between linear television and each of the main forms of digital advertising TV increased the ROAS of each digital form A couple of examples courtesy of FOX CorpIn these charts amp8220Premiumamp8221 Network TV Digital StreamingAlthough David Poltrack did not use the word amp8220synergyamp8221 he called out the statistic that 70 of search is driven by television based on research he had done at CBS This is probably the bestknown type of media synergy although it is usually not associated with the termMore recently the company DataPoem engaged me as a consultant and through studying their work I noted that their proprietary causal AI technology finds even greater levels of synergy than earlier nonAI forms of marketing mix modeling I especially noted that they attribute much more synergy effect to television than I had seen before in my own work based on the oldfashioned ways of doing MMM To me their most interesting finding is that television plus Retail Media Networks RMNs has a particularly high synergy effectGiven the fact that synergy is amp8220freeamp8221 a bonus effect that the advertiser does not pay for it is well worth focusing much more of a research searchlight on the subject going forward especially in these economically uncertain timesI thought hard about how the industry was going to find the time energy and methodology to study synergy on top of everything else that is happening which also demands attention to detailsI was happily surprised when I realized that a type of analytics never seen before built into Nielsen ONE is actually ideal for synergy analysis That is the breakout of the reach and frequency of the parts of a crossplatform campaign by each of the segments defined by which combination of linear CTV mobile and computer the person saw There are 15 of these segments For example one segment is the people who only saw the campaign on linear another is the segment that only saw it on linear and mobile and so onThere are already amp8764127000 ad campaigns in Nielsen ONE each of them automatically broken out by these segments The advertiser merely has to use the TRAtype method of linking the sales to each of these segments via an identity graph with or without a clean room in order to obtain definitive information about media synergy to a degree never before possibleI have great interest in not only seeing those findings but also learning the empirical generalizations they reveal which all marketers could benefit fromI am also curious as to what neuro studies will show about media synergy effects Back when TRA first stumbled across media synergy the way I explained it to myself was that seeing ads across different media types could create more complex memory encoding networks in the brain Visual media come in through the back of the brain audio inputs through the left temporal cortex print media also involve tactile experience and experiential media come in through many senses even smell and taste There is much to be learned about media synergy and how to leverage its benefits to build brandsEconomists tell us that with national debts being so high the only way to ensure a safe happy future for all is to increase growth There is both a selfserving benefit and a social benefit to growing your brand It makes sense to use every trick in the trade and to discover or invent new ones Media synergy should be near the top of the list because if you know how to use it it is essentially free money more media effect without more media costPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Leverage Media Synergy to Accelerate Efficient Brand Growth

Author

Publish date

Channel

Archived in

Bill Harvey

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

More Videos:

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Leverage Media Synergy to Accelerate Efficient Brand Growth

Enjoying This Commentary? There's More to Love

Bill Harvey

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

The payment was successful

Cookies