Ad Tech companies are constantly seeking innovative solutions to address advertisers’ challenges in measuring cross-media performance. In the competitive landscape of media channels vying for brands’ investments, the ability to accurately measure and understand the impact of each channel is crucial.
One approach that has gained traction in addressing these challenges is single-source data measurement. Unlike traditional measurement methods that focus on specific media types or rely on complex models, single-source measurement offers a unique perspective by tracking the performance of campaigns across multiple media types.
Beatgrid, a company specializing in single-source measurement, utilizes a panel methodology to evaluate campaign effectiveness across various media channels. By monitoring the same individuals or households across different channels, advertisers gain valuable insights into how each channel contributes to key performance indicators (KPIs).
The key advantage of single-source data lies in its ability to provide ‘apples-to-apples’ comparisons, allowing advertisers to optimize their media strategies based on real-time performance data. Beatgrid leverages automatic content recognition (ACR) technology, integrated into panelists’ phones, to identify ads and track their placement across different media channels.
Terrie Brennan, Chief Commercial Officer at Beatgrid and a veteran in the measurement industry, emphasizes the importance of like-for-like comparisons in assessing the effectiveness of diverse media channels. With Beatgrid’s single-source panel, advertisers can evaluate the performance of traditional TV, streaming services, and online platforms such as YouTube on a level playing field.
By combining data on marketing exposure, purchase behavior, and real-world outcomes like store visits, single-source measurement offers a comprehensive view of campaign performance. This approach enables advertisers to make informed decisions and optimize their media investments for maximum impact.
