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.

Discussion

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

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers