Holistic measurement for screen content – it’s coming soon!
With marketers demanding a holistic view of audiences, the problem in measuring the value of screen content is that independent insights into what the data and metrics mean for a product and brand are rare, writes Michael Byers.
Globalisation of media, where companies and brands are rapidly viewing the world as one market is pushing the need for a broader view of audiences and their customers.
Technology is the game changer, enabling rapid changes in delivery platforms, creativity, and measurement. (That is, if you have the time and the knowledge of the ecosystem to manage this.) The globalisation of media is increasing the pressure on marketers and brand owners to now analyse their brand performance, not just domestically but internationally, too. They are actively seeking a much more robust, in-depth measurement offering that not just shows a number of ‘likes’ or ‘tweets’!
This pressure is passed on to the media agencies and networks to deliver much more insight. They also have access to plenty of data, but it’s the limited ‘access’ to actionable insights and people who are not just data engineers where the real problem lies.
Accessing people who can find the right research tools to match their objectives and offer professional, independent insights into what the data and metrics mean for a product and brand are rare.
Silo measurement is rapidly losing relevance as TV, film and online become integrated, cross-platform vehicles, second screen, multitask viewing habits, content on demand or TV everywhere means TV ratings alone are becoming less of a benchmark.
All stakeholders, including brand owners, networks, media agencies and production companies are becoming increasingly frustrated with stand-alone data (and how to make sense of one set of figures supplied from one source against another). We are moving towards real-time marketing and communication, and this requires a holistic approach with agreed currencies or benchmarking. However, in branded content and product placement, there is no ‘one size fits all’ option and a planned bespoke strategy must be adopted.
Branded content and product placement is a natural fit for holistic measurement as the elements that combine to make a production can include: a number of brands, seeding, activation and leveraging which, when combined, integrated and executed professionally can have a positive uplift on brand awareness and brand sales. Specific objectives can be assigned and measured which will give you a window that reveals so much more than just the on screen exposure value.
Take, for example, the measurement model we applied MasterChef Australia. While I’m not claiming it’s definitive, it includes on screen values, social, leverage metrics, and so on. Further, it serves as a valuable template, one where allowing all the collaborative partners in the production to gain key insights and in some cases share data which leads to (hopefully) improved brand performance and repeat commissions from networks.
MasterChef Australia is now on its sixth season and there are strong rumours a seventh will be commissioned. Many of the original brands from series one are also still with the show, which tells you that some brands must be seeing a positive return on their investment and leveraging their on screen exposure successfully.