As our industry seeks better ways to understand the size of audiences across platforms, audience reach continues to dominate the conversation. But what gets lost in these debates is the need to measure ad effectiveness beyond eyeballs.
If your ad reached 10 million people, but only 3 million remember it, how valuable is your ad? With resonance measurement, advertisers can gain an understanding of how ad creative is actually driving memorability.
To understand resonance, think about every conversation you have the day after the Super Bowl when someone asks you what ads you remember and which ones you liked. Ad resonance measurement technology asks this question at scale for every ad across every platform with a whole lot more granularity. Combined with audience reach metrics, it provides CMOs a powerful way to understand if their creative is influencing their funnel.
Here are five reasons why resonance measurement should be top of mind for you, too.
- Reach is critical, but it’s not everything
Advertisers don’t spend billions of dollars annually to just reach an audience. They want to make an impact. With reach, you measure quantity. With resonance, you measure quality. While reach measurement gets you audience size and makeup, resonance helps you understand how effectively your ad creative gets into the heads of audiences. Measuring both reach and resonance gives you a powerful picture of advertising value.
- Resonance measurement delivers upper– and mid-funnel transparency
The rise of big data has shifted many marketers’ attention down the funnel, capturing important consumer outcome metrics like website visits, search, and product purchases. But CMOs still want to understand if their creative and messaging are on the mark. Resonance measurement evaluates this, allowing them to understand how their creative is driving ad recall, brand awareness, affinity and purchase intent.
- Resonance measurement can now be scaled across platforms
Historically, resonance measurement was primarily for linear TV advertising. But that’s no longer the case. Today’s ad resonance measurement technology uses a unique combination of scaled surveys and smart TV data to capture metrics across all platforms – from linear and CTV to digital and social platforms like Facebook, YouTube and TikTok. This is game-changing for CMOs who want to understand how receptive audiences are to their multiplatform campaigns.
- Resonance can identify the impact of platform experiences
Innovative content platforms, such as NBCU, are starting to use resonance measurement to identify the impact of their content and advertising experiences on ad performance. In fact, resonance measurement (from MarketCast) is the backbone of NBC’s recently unveiled Content Quality Index (CQI), which isolates how content quality and advertising environments influence the impact of advertising on audiences.
As a result, CMOs get a better understanding of how their ads perform as part of specific TV and streaming programming and the impact of the platform experience on advertising recall.
- Resonance complements existing ad measurement frameworks
While the war for measurement superiority marches on, resonance measurement can be integrated with traditional reach measurement from any of the major providers, from iSpot and VideoAmp to Nielsen. There’s no conflict between these tools. In fact, adding resonance to existing reach systems can provide a powerful new “resonance reach” score to understand audience size and advertising impact.
Advertisers today deserve more mature metrics than reach alone. With insight into resonance, brands can develop a richer understanding of how well their content and platforms perform, enabling them to build better, more informed campaigns.
For more articles featuring Tom Weiss, click here.
