The Future of TV: How Cross-Media Measurement is Driving Media Effectiveness for Postbank

The challenge: Linear TV is losing ground

While video consumption remains robust, with 94% of individuals watching daily, only 57% of that viewing occurs on linear TV (according to GroupM Video Trends 2024). This represents a significant challenge – and a critical inflection point for advertisers.

For brands like Postbank, the growing fragmentation of video consumption calls for a fundamental reevaluation of their media strategy. Replacing lost reach is no longer about experimenting with emerging platforms – it demands strategic, data-informed decisions. And this is precisely where cross-media measurement proves indispensable.

The approach: Cross-media measurement in action

In a recent campaign, Postbank wanted to promote its savings account offer (Tagesgeldkonto), featuring a time-sensitive interest rate. As an impulse-driven product, rapid reach was essential. The campaign targeted adults aged 25 to 64 with a household income of €2,500 or more across linear TV, connected TV, YouTube, Meta, and Netflix.

To ensure effectiveness, and not just breadth, Postbank partnered with EssenceMediacom and AudienceProject to gain a unified view of their campaign performance, including how each channel contributes, which helped them identify media mix optimisations for future campaigns.

The 5-step framework: Planning for impact

To meet the campaign objectives, EssenceMediacom developed a 5-step impact-based video strategy designed to leverage the unique strengths of each channel.

• Hypothesis building: The team assessed variables such as device type, platform context, and creative quality. Combined with planned media costs, this analysis informed projections for channel performance.
• Media planning: Budgets were allocated not evenly, but strategically, based on predicted effectiveness rather than channel popularity.
• Continuous measurement: With AudienceReport, the campaign performance was continuously measured to deliver actionable insights into reach, targeting efficiency and cost-efficiency.
• Cross-media analysis: The team evaluated the overlapping reach across channels and the incremental reach generated by each channel to identify audiences accessible exclusively via digital platforms.
• Holistic performance insights: Post-campaign analysis delivered a full-funnel perspective, quantifying each channel’s effectiveness in reaching the target audience and delivering impact.

The results: Reach, efficiency and measurable business impact

The campaign outcomes offered several key learnings:

• Incremental reach is critical: Digital channels delivered 3.7% additional reach on top of linear TV.

• Digital delivers precision: With an on-target percentage of 81.9% across digital channels, the campaign demonstrated the high targeting accuracy achievable in digital environments.

• Channel strengths are demographically distinct: Netflix and YouTube excelled in reaching the 25-46 segment, while Amazon proved more effective with audiences aged 46 and above.

• Business outcomes surpassed expectations: The campaign exceeded its primary performance objective – generating new savings accounts – by 87%, while brand awareness increased by 10%.
• Comprehensive reach across channels: In total, the video campaign reached 73% of the target audience – an achievement unattainable through linear TV alone.

AudienceProject’s cross-media measurement capabilities complement our own toolkit perfectly and open up the opportunity for even better measurement. With AudienceProject, we are able to have our cross-channel video planning verified by an independent partner and gain additional insights into our campaign performance, including targeting quality, target audience structures and incremental reach. In other words, AudienceProject is an important partner for measuring our clients’ cross-media campaigns, including Postbank’s, ensuring more effective campaign planning and optimisation.

Learn more

Watch the masterclass in full below to learn more about how cross-media measurement is driving media effectiveness for Postbank. And if you are interested in learning more about how cross-media measurement can help you optimise your media investments, please fill out the contact form below.