EXTE and FLUZO Optimize Advertising Investment by Delivering Incremental Reach and Efficiency in Cross-Media Campaigns

• In a campaign for an automotive client, incremental reach was achieved, the exposure to less impacted targets (Light TV Viewers) was reinforced, and average frequencies in the core target were optimized.
• Media fragmentation and the rise of multi-device audiences require brands to adopt cross-media strategies to maximize reach and optimize advertising investment.
• EXTE, in partnership with FLUZO, drives innovation in advertising measurement, offering a single-source cross-media analysis solution that integrates all advertising activity, both offline and online, in multi-channel campaigns.
• This tool provides key metrics such as Reach and Frequency (R&F), analyzing overall reach within the core target, including performance among Light TV Viewers. It optimizes the distribution of impressions between TV and digital while minimizing duplication. Additionally, it offers valuable insights and learnings that contribute to continuous improvement and help maximize the efficiency of every advertising action.

In today’s audiovisual landscape, marked by fragmentation, TV advertising impressions are predominantly concentrated on highly exposed audiences, known as High TV Viewers (HTVs). In contrast, Light TV Viewers (LTVs) receive a significantly smaller share of these impressions. In fact, over 70% of TV advertising impressions are directed at HTVs, while only around 10% reach LTVs. This unequal distribution highlights that working with average reach and frequencies may not accurately reflect the real reach of campaigns across the core target.

For advertisers, the challenge is clear: accurately measure campaign impact in such a fragmented environment and ensure messages reach all segments, including those harder to engage via linear TV. In this context, cross-media measurement becomes an indispensable tool.

This was the case for a major automotive client. EXTE, in collaboration with FLUZO, monitored and measured the entirety of a cross-media campaign, providing the advertiser with a comprehensive overview and a wealth of insights to continue optimizing their campaigns.

The campaign revealed a notable concentration of impressions on heavy linear TV users, with 72.8% of impressions targeting this group, while Light TV Viewers accounted for only 5.9%. Conversely, on the EXTE platform, impression distribution was more balanced, reaching 34.5% of heavy users and 30.4% of light users. This resulted in a 5-point increase in reach among this group compared to linear TV. Additionally, the increased investment in TV to reach these incremental users amounted to 15%.

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The Importance of Cross-Media Measurement

“The consumption of content is highly fragmented: devices are numerous, audiences consume individually with diverse interests, and above all, they lack loyalty to any particular platform or channel. In this context, having cross-media, single-source measurement is essential to understand the real reach of our campaigns and identify key opportunities to implement optimizations that enhance efficiency,” explains Silvia Fernandez, Head of Platforms & CTV at EXTE.

For José Luis García, CEO of FLUZO, “The results of a campaign like this demonstrate how, with the right cross-media data, inefficiencies can be reduced, transparency and control over advertising investment can be gained, resources can be directed toward the most effective strategies, and campaigns can become more relevant to consumers.”

Benefits of Cross-Media Measurement

Incremental Reach: Integrating data from TV and digital allows advertisers to reach audiences that would otherwise be out of the advertising radar. In the recent automotive campaign, combining digital strategies with FLUZO’s methodology and EXTE’s capabilities delivered an additional 2.7% coverage within the primary target.

Overlap and Impact Dispersion Analysis: Understanding media overlap is crucial to optimizing impressions. According to FLUZO’s analysis, the overlap between TV and digital in integrated campaigns is only 7.5%, and digital overlap between lines reaches minimal levels (0.09%). This analysis maximizes impact without oversaturating audiences.

Reaching Light TV Viewers: Reaching audiences less exposed to traditional television is one of the sector’s biggest challenges. FLUZO and EXTE work together to achieve a balanced distribution of digital impressions, enabling access to these key segments without increasing saturation among High TV Viewers.

Efficiency in Advertising Investment: Tools such as the Frequency Index (FI) adjust the distribution of impressions, maximizing return on investment. While TV concentrates most impressions on frequent users, EXTE achieves a much more efficient FI (0.21 compared to 0.66 for linear TV), thereby optimizing available resources.

The Role of Technology in Cross-Media Measurement

The integration of advanced technological solutions is revolutionizing how advertising effectiveness is measured. FLUZO, with its real-time data analysis capabilities, enables advertisers to identify consumption patterns and adjust strategies accordingly.

In the automotive sector, the methodology applied by EXTE not only improved overall coverage by 2.7% but also optimized average frequencies in the core target. This combination of TV and digital ensures personalized and relevant communication for each audience segment.

Towards a New Standard in Advertising Planning

Cross-media measurement is not just a trend; it’s a necessity in an environment where consumers are more fragmented than ever. Tools like those from FLUZO and EXTE are setting a new standard, offering advertisers the ability to reach more people strategically and efficiently.

Thanks to these solutions, the combination of TV and digital not only maximizes reach but also balances impression frequency and ensures every dollar invested generates measurable and tangible results.