Opinion: Marketing Society - Captivating measures

Sue Todd is marketing director of Viacom Outdoor and a member of The Marketing Society.

The pressure on advertising planners to prove that their strategy will deliver the required return on the clients' budgets has never been more acute.

And the degree to which campaigns are now assessed by auditors may be in part responsible for this. Exposure is not enough anymore - a successful campaign must now engage consumers.

Brands are hungry for consumer interaction, and a host of media innovations, such as digital poster technology, are making smart planning and great creative even more effective. In this context, it is odd that the media industry continues to rely solely on measures of media effectiveness such as opportunities to see or hear, in order to plan activity.

With this in mind, we have invested in a project in London that we hope will help evolve thinking and attitudes within the planning world and ultimately improve advertisers' investment returns. We have developed a methodology that adds value to the traditional measures of reach, frequency and ratings, by including a vital, but hitherto missing ingredient: how much time people are spending with advertising messages.

By adding exposure time to the equation we have created a scale of 'share of mind' or, as we call it, 'captive message time' (CMT) that media achieve against London audiences. The result is a far more meaningful picture of how likely it is that communications will actually engage consumers.

Comparing our CMT data with figures for different media's share of London advertising spend is startling - there is a huge discrepancy between the way money is spent on media in the capital and the amount of time consumers are spending with advertising on those media.

Analysis along these lines shows, for example, that while TV accounts for 53% of London media spend, it only commands 21% of CMT. Radio performs well, with a CMT similar to that of TV at 19%, but wins only an 8% share of media spend.

Interestingly, outdoor advertising in London accounts for only 24% of media spend, yet London Underground alone commands 31% of CMT, with roadside 48-sheets and roadside six-sheets accounting for a further 2% and 3%.

We believe CMT is a powerful guide to the real impact of advertising communications and should be the starting point for a fresh debate about media measurement. The need to engage consumers with your message will not diminish, nor will the need to prove you are doing so effectively.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel