If you’re like me, not knowing something is the worst thing in the world - and for brands, it could lead to potential consequences.
It’s no secret that the media landscape, and ways with which people consume content, continues to drastically evolve. As media and media consumption habits continue to advance and evolve, ask yourself this:
Can you effectively measure your efforts?
To navigate these changes in media consumption, brands and companies need to know:
Tunnl was founded on the idea that TV budgets can be made to go further with a comprehensive targeting solution. Pretty quickly, that belief turned into a call for a tool that measures the media impact of those targeting efforts.
Imagine this:
In this article, you will learn:
Paid media measurement gives clients the ability to measure the impact of their paid advertising against their target audience(s). It also gives them an inside look into their competitors' paid media efforts.
This is a great tool for brands that run paid TV advertising campaigns.
Earned media measurement gives clients the ability to measure the impact of non-paid media efforts such as media hits or interviews. It also gives clients the ability to monitor a specific topic and see how it is being talked about overall.
This is important to many brands who have prominent leadership members or those who are in an industry where public perception of their brand heavily depends on public perception of their industry as a whole.
Tunnl utilizes billions of rows of observed media consumption data to power our paid and earned media measurement tools. This data comes from things like . . .
It allows us to develop a comprehensive and aggregate understanding of what target audiences are watching, and where.
With this process, you understand that it’s important to be more targeted in your TV approach. You want to drive up your efficiencies, GRPs, and deliver more ads to people that matter to you.
We have the tools to understand what and where your target audiences watch on television. That means we can also provide insights into what they are being exposed to.
For paid media, we utilize ad occurrence data.
For earned media, we use closed captioning data to match these into our observed media consumption and audience database.
From there, we’re able to determine the likelihood and to what extent your audience was exposed to a certain piece of content on TV. This allows us to provide end-to-end insights into everything impacting your audience.
Tunnl’s paid and earned media measurement tools provide detailed insights that allow our clients to evolve their strategic decisions over time.
These tools have been utilized for varying use cases since we unveiled them years ago, including:
These tools can be used for many different scenarios, but the value remains the same: understand exactly what is impacting your audience on TV so you can make the best strategic decisions for your paid media.
There are, however, a few things these tools are not:
Paid and earned media measurement are how you assign value to your marketing and communication efforts. They are key to informing ad placement and TV booking strategies.
If you know that you need a media measurement solution, the next step is to explore the options available to you and how they fit into your budget.
Tunnl's media measurement dashboards are best used to measure your campaign impact among your target audience, whether for reputation management, competitive analysis, or proving ROI.
Learn more about Tunnl's solutions to discover how all those elements fit together to help you plan, place, and optimize maximally efficient and effective digital and linear TV media buys.