ESPN Begins Showing Cross-Platform Research Data To Clients
May 14, 2014 at 3:59 AM (PT)
ADVERTISING AGE has posted a look at the cross-platform research information being supplied to advertisers by ESPN from its continuing survey that launched in AUGUST 2012, data that has just one month ago begun to be shown off to clients.
The new Convergence Effectiveness Modeling data offers a combined view of all ad campaigns measured rather than being specific to a single ad campaign, but provides a look at the relative benefits of shorter versus longer ads or which campaign strategies serve which goals.
ESPN's program, which asks participants (some not ESPN consumers) about 24 brands (some not ESPN advertisers), is measuring cross-platform advertising impact on a continuous basis, a departure from its previous cross-platform research.
VP/Advertiser Insights and Strategy BARBARA SINGER told AD AGE, "What we realized is that we needed something that was beyond one event and something that would go year-round. Different sports have diff dynamics in terms of how fans consume."