Customer Spotlight: Why Kia is doing cross-media measurement
Article 3 of 5 in series: Customer spotlight
In this article, Kenneth Steel, Marketing Director at Kia Denmark, explains how the car brand works with AudienceProject to get a holistic view of their campaigns’ performance, ensuring that their ads are delivered effectively to the right people across channels.
Why did you start working with AudienceProject?
We began measuring our digital campaigns with AudienceReport in 2019 to ensure that our ads were actually seen by real humans.
When we started using AudienceReport, we were able to identify which channels were performing poorly and change our marketing mix accordingly.
We uncovered that the in-view rate of our ads was around 20%, meaning that the vast majority of our media investments were basically wasted. When we started using AudienceReport, we were able to identify which channels were performing poorly and change our marketing mix accordingly. Today, we continue measuring our digital campaigns and evaluating the individual channel performance to optimise our marketing mix.
What challenges do you see in the industry?
With TV viewership declining, we need to ensure that we can maximise the reach in our target audience across channels, and AudienceReport is key in this regard. With AudienceReport, we can measure our campaigns across channels, allowing us to optimise our performance across linear TV, BVOD and YouTube, as well as social media and high-impact display.
We need to ensure that we can maximise the reach in our target audience across channels, and AudienceReport is key in this regard.
We also acknowledge that attention metrics vary from channel to channel, and with AudienceReport, we can measure and optimise the frequency on the individual channels depending on their level of attention.
How does our partnership support you in providing valuable insights?
We get a lot of valuable insights from AudienceReport, but the most important ones, and those we use on a daily basis, are reach, reach in target group, frequency, hitrate, profile and viewability. With these insights, we can understand who we reach and how often we reach them, as well as the quality of a given ad exposure.
AudienceReport helps us get better insights, leading to improved effectiveness of every penny spent on advertising.
These insights allow us to make in-flight campaign optimisations for improved performance, but, most importantly, they play a vital role in our future media planning and buying.
Overall, AudienceReport helps us get better insights, leading to improved effectiveness of every penny spent on advertising.
What is your advice to companies that want to start their measurement journey?
Start your measurement journey sooner rather than later. If you rely on performance metrics provided by individual channels, you don’t get the full picture. Especially display advertising is crippled with long-tail websites and ineffective ad placements, which you should be measuring to ensure you get your ads in front of humans.
Want to start your measurement journey?
Want to start your measurement journey? Fill out the form below, and we will help you get started.
This article is 3 of 5 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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