Lift Off: Brand Research in the Cross-Platform Age

October 22, 2019
Industry News
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The advent of the cross-platform age has spurred an array of changes across the media landscape. Consumers are in control and watch what they want, wherever and however they want. Media companies are building out their distribution portfolios and striving for holistic measurement. And agencies and brands are increasingly seeking an unduplicated understanding of campaign reach.

While the industry has undoubtedly made significant strides in these areas (and will likely continue to do so), one area that has been overlooked until recently is brand research. Central to any successful product, service or ad campaign, branding is critical – if not the most critical – piece of the marketing puzzle. Branding communicates the personality and identity of a product, ensuring that the value to a consumer is communicated effectively and entices them to make a purchase.  

As the media industry continues its increasingly aggressive pivot to cross-platform measurement, brand research shouldn’t be left out in the cold. So, what’s standing in the way?

To start, solutions available to marketers have historically lacked the fluidity and scale that is required to efficiently stitch together disparate datasets and identify optimal media mixes.

  • Siloed, standalone measurement efforts are still widely accepted, and marketers are often resigned to manually (and ineffectively) stitch together disparate sources of non-normalized data.
  • The general lack of insight into platform synergies, coupled with delays in performance insights, have hamstrung the ability to use the data to improve outcomes in real-time.
  • Linear TV’s role in optimal media mixes continues to elude planners – despite its recurring prominence in plans, it remains one of the most historically challenging mediums to measure.
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