Digital media as a complement to TV in a Movistar Peru campaign
Understanding how the different media included in a cross-media campaign's planning complement each other is highly relevant for evaluating the efficiency of our media plan and spotting improvements for future waves. And this was, without a doubt, one of the main goals in measuring Telefónica Perú's 'Internet a tu ritmo' campaign, with placements across TV, Online Video and social media, which we ran from FLUZO using our observational, single-source technology on a Netquest panel.
Our analysis revealed that, alongside high coverage levels, digital media played a major role in complementing TV, especially during certain time slots, throughout the campaign. We also dug into recall, the clarity of the messages communicated in the creatives, and the purchase intent of those exposed, through post-tests where we could distinguish between previously exposed and non-exposed audiences using real data on how the campaign was received.
In short, thanks to measurement with observational, single-source data, we were able to shed light on blind spots that still persist in traditional research:
- Total reach: we can see how we've been reaching users on each platform day by day, and get the cross-media coverage for the whole campaign.
- Incremental coverage: understanding the volume of impacts produced by each medium, when, and what each one contributes.
- Qualitative campaign effectiveness: digging into post-test exercises knowing the impact data per medium is real, and drawing powerful learnings about what the campaign communicates, how it communicates it, and what action it drives.
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