What is the effect of your campaign? Which media led to the biggest reach and effect? Has your new campaign been capable of standing out among your target group? How are campaign creatives evaluated and recognised? Which combination of channels can influence the target group in the most efficient way? These are all important questions to determine whether your campaign had the desired effect and how you can improve in the next campaign or flight.

DVJ’s Cross Media Evaluation provides concrete answers for these questions, where brand, media and creation are connected. It offers insight in the extent to which a campaign stood out among the target group, what the strength of the campaign creative was and the efficiency and effect of the campaign to realise brand effect and therefore realise the campaign goals. The Cross-Media Evaluation contributes to more effectiveness and efficiency of your marketing efforts.

Our approach

The foundation of DVJ’s Cross Media Evaluation lies in a pre-post methodology, complemented with an exposure analyses to explore the synergy effects of the used channels. By connecting brand, media and creation, full insight into how each type of campaign performs becomes clear.

• We make a distinction between campaign effects (recognition, advertising and message recall), brand effects (brand funnel and brand values) and creative effects (evaluation).

• We calculate the effectiveness and efficiency of each channel to determine the best mix for the next campaign.

• We use an OTS-methodology to determine possible exposure to the campaign. We relate consumers media behaviour to the media deployment. This allows us to determine if and to what extent people have been in contact with the campaign.

• We carry out different statistic contribution analyses to interpret the role of each deployed channel and combination of channels.

• We focus on the campaigns of the most important competitors, digital performance and phasing and timing of media planning.

• There is an extensive benchmark available for the creative evaluation and the recognition of the campaign creatives against the media pressure.

Our deliverables

To fit the campaign debriefs of the media and advertising agencies and to implement optimisations for possible future flights or campaigns, it’s important to carry out a cross media evaluation in a fast and efficient way.

• Full insight into the reach of each channel and combination of channels, effects on the brand and strength of the creation.

• The results are summarised in a compact PowerPoint presentation where the effectiveness of the campaign is determined and possible optimisations identified using the FUA-method.

• Our Senior Consultants add value in the presentation in the interpretation and discussion with important internal and external stakeholders such as the media and advertising agency.

• Completion of the study within 2 weeks after the campaign has ended.

Your benefits

• More efficient and effective campaigns.

• More control over the ROI of your marketing efforts.

• Concrete recommendations which help the media and advertising agency implement optimisations for future flights of campaigns.