On May 26th, AdWeek hosted the webinar, “You’ve Found a Cross-Screen Measurement Partner. Now What?” featuring Ethan Settel, Head of Customer Success for LiveRamp TV, and Brad Backentose, Managing Partner at Wavemaker.
During the session, Ethan and Brad shared three key tactics to start setting up your cross-screen measurement partner successfully, three key processes that you should implement so your measurement can deliver the biggest cross-screen investment impact, and three key use cases that show how you can turn insights into actionable strategies.
Ethan shared these three keys to processes to ensure impact:
1. Align goals and outputs across the organization
Regardless of which team is the primary user, the larger team needs to be bought-in to get the most from cross-screen measurement insights. If the analytics team owns cross-screen measurement, the investment team still needs to move media dollars around based on the insights from the platform. On the flip side, if investment is driving, you need to have your analytics team vet and understand the methodology so that the metrics used are understood contextually for alignment with the numbers used in internal reporting. Your measurement partner should be there to help you with organization-wide rollout and not make you feel like you’re in that alone.
2. Establish timelines
Build a reporting schedule that fits your planning and optimization cycle. Work with your measurement partner on cadence for planning, optimizing, and reporting media performance. For example, you may want a bi-weekly check-in on your digital partner-level performance along with your cross-channel reach and frequency against strategic audiences. Then, on a monthly or quarterly basis, you need a read on network-level performance to help with planning for options, ADUs, and budget reallocation across other platforms. Lastly, you’ll want to align timing for strategic deep-dives around crucial touch points like upfront planning, annual budgeting, etc.
Work with your measurement partner to align on this schedule as early as you can. Ideally, it would help if you both worked on a cadence that guarantees you can meet deadlines without feeling like you are constantly under the gun and rushing out deliverables and insights at the last minute.
3. Cherry-pick your insights strategically
Decide which insights, learnings, and results make sense for the people in your org. If you have a true partner in measurement, you should be able to work with them to help you glean insights and prepare materials for any level of your organization. For example, you don’t need to tell the CMO about weekly optimizations. However, you should have access to the right summary insights to answer their pressing questions. Your analytics or data science teams don’t need to hear about your Upfront negotiations. It’s wise to ensure that media planners and buyers know how to access and interpret the monthly views of CTV publishers and network-level performance. It may not be wise to drag your media-buying partners into the weeds of how geofencing is used to measure foot traffic.
In this clip, Brad weighs in on the importance of these three keys: