New Reach Calculator Allows Businesses to See Advantage of Multi-Screen Ads

Until recently, there was no tool that allowed corporations to measure the advantages and disadvantages to shifting the funds allocated towards advertising around to appeal to other platforms outside of television. Fortunately, according to a recent article completed by Advertising Age, a new calculator has been created that will allow businesses to truly weigh the pros and cons of reevaluating their funds for advertising.

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At the start of getting to the bottom of this issue lies the question of usage—which devices do consumers own and how often are they used. Therefore, in collaboration with Nielson, surveys and live media tabs were used to conduct a study to form a database of device ownership and multi-screen usage. The results were then combined with Nielson models to allow for the formation of the YuMe Reach Calculator. This calculator will allow media planners to estimate their potential reach if they were to shift a certain percentage of their television budge to other screens.

In general, the study found that the average household in the United States has nearly four and a half devices. In addition, eighty-seven percent of Americans are connected to other devices while engaging in recreation television viewing. Therefore, it only makes sense that companies should extend their digital video campaign beyond the realm of television ads, as it is highly likely that audiences will be found through other devices.

The second part of the study measured the impact of advertisements provided by multi-screens on brand metrics. Overall, the study found that repeated exposure to brands across different devices increased brand impact by fifty percent, resulting in recollection, consideration and recommendation. Therefore, it is clear that shifting ad platforms allows for increase in ad reach; multiple screens improves overall brand reach and results.

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