Customer spotlight: Why esome is doing cross-media measurement
Article 1 of 2 in series: Customer spotlight
In this article, Jevgenija Stensrud, Senior Partner Manager at esome, and Marc Horstmann, Senior Media Operations Specialist at esome, explain why and how the German media solutions provider works with AudienceProject to tackle the challenges of the fragmented media landscape.
Why did you decide to start working with AudienceProject?
First of all, we were looking for an independent third-party measurement partner who could provide us with a single source of truth, especially as running campaigns across channels is part of our DNA at esome. With our focus on optimising key campaign metrics to support our clients’ marketing goals, having a third-party measurement partner we could rely on was essential.
With our focus on optimising key campaign metrics to support our clients’ marketing goals, having a third-party measurement partner we could rely on was essential.
Secondly, learning is a key factor for us. We are always looking for new innovative partners who can help us tackle the challenges on our way, which are currently related to the fragmented media landscape. This is why we partnered with AudienceProject – to learn how to can gain more insights into how we can optimise media to reduce complexity and increase results for our clients.
What challenges do you see in the industry?
We see the fragmented media landscape as a major challenge, making it increasingly difficult to measure campaigns across channels. AudienceProject allows us to do that, helping us get a complete overview of our campaigns’ on AudienceProject’s supported channels.
With AudienceProject, we can get insights into how well we are reaching our target audiences across channels and derive valuable learnings.
Particularly, we find AudienceProject’s approach to combining online channels with ATV or CTV interesting, as digital TV is still very fragmented and hard to measure. With AudienceProject, we can get insights into how well we are reaching our target audiences across these channels and derive valuable learnings.
What is important to us is exploring possibilities and finding solutions to the industry’s challenges by diving deeper into the data we gather and taking action on those. Learning from previous campaigns to gain knowledge for planning future campaigns is essential to us.
How do campaign insights support your planning of future campaigns?
Overall, we want to understand how many people we are reaching with our campaigns and which channels. Also, we are interested in learning about the size of our target audiences and how it changes if you adjust the demographics of the campaign.
By understanding which channels are most effective at reaching our target audiences, we are able to share these insights with our clients to increase transparency on the results that we gained.
Some of our clients target segments interested in fashion or consumer goods, making it fundamental to know how many people in these target audiences are reached on different channels. Based on those insights, we can optimise the media mix to reach these custom audiences more effectively.
By understanding which channels are most effective at reaching our target audiences, we are able to share these insights with our clients to increase transparency on the results that we gained.
What is your advice to companies that want to start their measurement journey?
It is a measurement journey. A step-by-step learning process. Over time, you get to know your partner and the possibilities you have to grow – campaign by campaign. Striving for a holistic view of your campaigns’ performance is essential for generating insights and deriving learnings to advance in the measurement journey.
It is important for us to have an independent third-party measurement partner capable of measuring across all channels and providing a holistic view of our campaigns’ performance.
For esome, it has also been a journey, and it still is. We are a KPI-driven marketing solution specialist and run campaigns across multiple channels. We strive to be a result-driven omnichannel partner – from prediction to execution of campaigns – supporting our clients’ marketing goals. This is why it is important for us to have an independent third-party measurement partner capable of measuring across all channels and providing a holistic view of our campaigns’ performance.
Want to start your measurement journey?
Learn more about AudienceProject’s cross-media audience measurement platform via the form below.
This article is 1 of 2 in our series: Customer spotlight
About this article series
In this article series, you can learn why our customers are doing cross-media measurement with us and how it enables them to make confident marketing decisions.
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