August 2024 Edition

The Power of Measurement: Making Waves in Advertising Campaigns

With the back-to-school buzz in the air, we’ve tapped into that academic spirit to explore the power of measurement in our ever-evolving industry. We know that measurement drives success in advertising but in a 360° campaign that spans Mobile, Digital Out-of-Home (DOOH), and Connected TV (CTV), the challenge isn’t just collecting data—it’s about extracting the right insights from the right screens at the right time. DIVE’s audience intelligence tools help fuel targeted content that seamlessly brings creator-driven campaigns to life in the physical world, ensuring optimized performance every step of the way.

Let's DIVE into how a multi-channel approach to measurement can refine strategies, allocate budget efficiently, and prove the impact of your campaigns.

????On-Platform & Mobile: Real-Time Precision?

Social platforms are well-tuned measurement machines, providing instant feedback on audience behaviour. Beyond CTRs and ROAS, advanced tracking methods allow us to analyze the full customer journey, from ad interaction to conversion.

But it’s not just about platform insights. Cross-device tracking and mobile-first strategies give us visibility into how users engage across touchpoints—whether they see your ad on a mobile platform or visit your site on desktop. The key is leveraging these insights to inform decisions beyond social.

???? DOOH: Integrating Mobile Data for Real-World Attribution?

Mobile location data has brought a new level of precision to DOOH campaigns. No more relying on estimated foot traffic – we can now measure how many unique devices pass by a billboard and attribute specific actions, like store visits or online behaviour, to DOOH exposure.

Integrating this with digital campaigns creates powerful attribution models. Cross-channel measurement shows us how billboard exposure drives further interactions on digital platforms, reinforcing brand engagement across mediums.

???? CTV: Holistic Attribution and Cross-Screen Synergies?

CTV measurement goes beyond impressions and view-through rates, offering detailed insights into how households interact with content. Combined with audience retargeting across digital and social, CTV creates a seamless narrative, strengthening multi-channel impact.

By measuring outcomes across devices, we can determine the role of CTV in driving the final conversion—whether that’s a website visit, a purchase, or other offline actions. The real power lies in layering these insights with data from social and DOOH to map the full customer journey.

Advanced measurement is truly the backbone of any effective 360° campaign. Our Deep DIVE Measurement tool connects insights across Mobile, DOOH, and CTV resulting in a robust & cohesive strategy. When done right, it allows advertisers to allocate resources providing post-campaign data that validates performance and informs future strategies. These insights will help advertisers allocate resources wisely, refine creative, and maximize the impact of every ad dollar!

Campaigns That Made a Splash! ??

These Out of Phone activations are examples of the magic that happens when DIVE brings digital creators to the physical world!?

欧莱雅 Paris – Indonesia – Bersinar dengan yang terbaik! Glowing with the best! Creators were in the spotlight all month long, showcasing their radiant results from L’Oréal’s iconic Glycolic Bright Serum.

?? Check out our L'Oréal Paris, Indonesia Out of Phone Highlight Reel!

沃尔玛 – LA, San Francisco, San Antonio, Austin, Houston, Miami & Phoenix – Building forward, breaking boundaries, and celebrating the richness of Hispanic culture & creativity! Real people and real stories were the stars of this campaign.

?? Check out our Walmart Out of Phone Highlight Reel!