Brand lift measurement company On Device has found that cross-media campaigns are more effective than single-media campaigns at moving brand lift metrics at all stages of the marketing funnel.
The results make up a part of the Unlocking the Power of Cross-Media Brand Advertising whitepaper that analysed 100 randomly selected brand lift studies undertaken for clients by On Device between June 2022 and June 2024. These studies contained over 320 separate media strands.
The research found that cross-media campaigns can create a brand lift multiplier effect resulting from improved performance from both the use of multiple media and a boost in the effectiveness of individual media.
The analysis also reveals a unique brand lift footprint for each media, showing the effectiveness of shifting consumers through each funnel stage. The data demonstrated that some channels excel at one or two metrics, and some are more consistent in their ability to drive uplifts throughout the marketing funnel.
The increased effectiveness of cross-media campaigns was interestingly not related to the size of the media investment. The findings showed that smaller advertisers also benefited from Cross-Media strategies, even with a modest budget.
The analysis also revealed the importance of TV and Digital Video as part of a successful cross-media campaign. The granular analysis in the whitepaper was made possible by our unique Cross-Media Measurement System, which passively tracks ad consumption across multiple channels.
The paper helps demonstrate the importance of understanding the strengths of each media in aiding the planning of an optimal media mix. However, the research clearly demonstrated that cross-media campaigns can create a brand lift multiplier effect resulting from improved performance from both the use of multiple media and a boost in the effectiveness of individual media.
On Device CEO and co-founder Alistair Hill, who presented these findings at SXSW Sydney 2024, sat down with B&T to reflect on the evolving media measurement landscape.
Hill pointed to the shift in the industry over the past two decades, where media measurement has become more constant and complex due to media fragmentation. “People used to measure occasionally—maybe one in every five campaigns. But now, particularly in the last five years, there’s a need for everything to be measured all the time. This has been driven by norms in the industry, especially with big internet companies offering built-in measurement tools.”
He further explained how media fragmentation has transformed campaign strategies. With different demographic groups consuming media through varied platforms, a one-size-fits-all approach no longer suffices. “You can’t just buy a TV spot and call it a day. You have to layer in different sources of media—TikTok for younger audiences and linear TV for older demographics. That’s why cross-media measurement is essential; it allows advertisers to see which parts of their campaign are working well and how to optimise their budget for different audience segments,” he explained.
Hill also delved into the concept of media synergies and how different platforms can amplify each other’s effects. While traditional thinking might suggest that simply increasing exposure to an ad across one medium could yield better results, On Device’s research demonstrates that the true power of brand advertising lies in how various media channels work together. This understanding is crucial in today’s fragmented media landscape, where consumers are constantly exposed to a diverse mix of platforms—TV, digital, out-of-home, and more.
Hill explained that the effectiveness of cross-media campaigns is not merely about stacking impressions across one channel but rather about harnessing the unique strengths of each medium to create a compound effect. “If you see an ad on digital twice, you might get a linear increase in effectiveness. But if you see an ad on TV and another on out-of-home, there’s a multiplier effect. It’s called cognitive reinforcement—using a message in different contexts increases the impact. We’ve demonstrated a 4x increase in effectiveness with cross-media campaigns compared to single-media approaches”,
As we approach 2025, Hill expects cross-media measurement to grow increasingly crucial, especially as media fragmentation and the demand for real-time data continue to rise.
“Media fragmentation is only going to get more complex. And with that, there’s a need for continuous measurement. But it’s not just about tracking campaigns; it’s about linking those metrics to business outcomes. A 1 per cent increase in brand metrics can lead to a 1 per cent increase in future sales. Continuous measurement helps predict future success, enabling brands to make data-driven decisions faster,” Hill explained.
While artificial intelligence and machine learning continue to gain traction in the advertising world, Hill remains cautious about their role in media measurement, favouring a human touch. “AI and machine learning can help clean and balance data, but human insight is still essential. You can’t rely on AI alone to explain how a campaign performed, especially when you’re dealing with nuanced or atypical campaigns”.
One of the standout case studies from the whitepaper is online retailer The Iconic. Hill explained how the brand utilised cross-media measurement to achieve a 10 per cent increase in app downloads, following a 10 per cent boost in brand metrics. This success underscores the importance of cross-media strategies for not only enhancing brand recognition but also driving short-term business results.
As brands continue to navigate the complexities of a fragmented media landscape, On Device’s latest research highlights the critical role of cross-media campaigns in maximising budget effectiveness and achieving sustainable brand growth. Whether for large corporations or smaller advertisers, cross-media strategies offer a clear path to superior marketing performance.
