Does Measurement Matter to the Media Mix?

measurement rulerIn the digital age, marketers are racing to measure everything. That makes sense, given that digital platforms are increasing their capabilities to capture consumer data. In fact, a few months ago, we discussed the degree to which audience ratings are becoming obsolete.

Well, a recent study from Kantar Millward Brown has found that the degree to which a channel can be measured does not seem to impact its presence in the media mix. So, if marketers aren’t relying on measurement—i.e. ROI, reach, etc.—to determine a channel’s efficacy, how are they deciding to allocate their budget dollars?

It turns out that a lot of that is based on past performance (still measurement), but also based on their target audiences’ preferred channels. Of course, this is not different than previous methods for determining media mix. In the good old days (i.e. pre-internet), channels were most frequently chosen based on demographics. If I knew my customers were aged 25-54 and lived in a metropolitan area, I knew which media channels could best reach them.

Today, however, we segment audiences based on a much wider variety of factors besides demographics, and we have a lot more media channels to choose from. And many of those channels are still quite new—or at least don’t have a long history to backup efficacy, such as TV and radio do.

That said, measurement is not something most marketers want to just throw out entirely. It’s just that some channels are easier to measure than others. One from last summer, for example, found email, paid search, and display advertising among the easiest to measure for results, while content marketing and video marketing are among the most difficult channels to measure. This makes sense, given the level of control marketers have over who sees those marketing messages, when they see them, and where.

measurement chart

So, to get back to the question in the title of this blog post: Does measurement matter? In our minds, the response should be a resounding YES. Allocating budget to channels that are harder to measure does not preclude actually measuring them. After all, it’s good to know at least a little bit about whether your marketing messages were effective, right? Things like reach and engagement are still important for some channels, even if ROI or purchase attribution isn’t obvious. And while sales is really the most important metric, so is brand engagement, brand affinity, brand awareness, and brand recall—all of which are in themselves more complex things to measure regardless of channel.

If you need help determining how well your media mix is working, we can help. Contact us to arrange for an audit and some expert recommendations about what’s working and what could work better.

Testimonials

What they're saying

I had the pleasure of working with Capital Media in a previous job, so when I was ready to run a brand campaign in my new company, I only wanted to work with Alan Reisberg and his stellar team. Not only does...Read more

Rebecca Chanin, Marketing Director, JK Moving Services

It is so refreshing to work with an advertising agency that sees the value in breakthrough visibility, out of the box originality, and fully integrated marketing solutions. At a time when our industry is...Read more

Dahn Burke, Digital Sales Manager, W*USA-TV | Gannett | CBS |

The Jiffy Lube Washington Area Co-op has worked with Capital Media for over 20 years and for good reason. Their media buying strategies, negotiation skills, and exacting attention to detail on follow-up to...Read more

Dale Smith, President, Jiffy Lube Washington Area Co-op

Capital Media played an important role in the effectiveness of our Gulf Coast Spay/Neuter Project, a marketing campaign to reduce pet homelessness in Mississippi and Louisiana. Their expertise coupled with...Read more

Cory Smith, Senior Director of Pets for Life, The Humane Society of the US

For over six years, Alan Reisberg and the team at Capital Media have played an integral role in the success of our B2B and B2G advertising initiatives. As a small business in a very competitive marketplace, we...Read more

Juli Zeffert, Director of Marketing and Communications, Iron Bow Technologies

Over the past 20+ years in my dealings with Capital Media I have found them to define professionalism. Our group members are from a diverse professional background, with large variations in advertising...Read more

Carl Merewitz, Steering Committee Member, Washington DC Area AAMCO Dealers

Capital Media has been doing business with Comcast Spotlight in Baltimore for quite a few years and we value them as friends as well as business partners. I have always appreciated and respected the ability of...Read more

Jim Dolan, Regional Sales Manager, Comcast Spotlight, Baltimore

Cap Media, best f**ken g-d damn media buyers in the most important city in the world! If you’d prefer, I can slap together a more boring testimonial from the brain – rather than from the heart.

Dana Siller, Director of Corporate Marketing, Jerry’s Subs & Pizza

I have used Capital Media for the entire 22 years I have been at the helm of Maryland International Raceway. They have their hand on the pulse of the media in the Washington market and I know my events receive...Read more

Royce L. Miller, President, Maryland International Raceway

Capital Media has been a valued partner of ABC 7/WJLA-TV’s for many years. Capital Media has earned a solid reputation as a media savvy, client-centered agency, focused on results. They approach their...Read more

Tim Dotson, Sales Manager, WJLA-TV

Our experience with Capital Media has been outstanding. It transcends a typical vendor relationship – being more of a partnership. Alan is genuinely vested in the performance of our business as is evidenced...Read more

Steve Freishtat, President, Next Day Blinds Corporation

I couldn’t imagine doing my job without Capital Media. They are true partners providing guidance and advice every step of the way. I trust them completely and couldn’t imagine implementing our marketing...Read more

Rich Handloff, Director of Consumer Marketing, The Washington Post

Alan’s experience comes through in every discussion, yet he delivers strategies like a trusted family doctor, rather than a slick agency guy. He’s flexible, professional and always working to get more for...Read more

Brad Buyce, EVP, Coyne