Reach, frequency and time-spent are terms that are frequently bandied about at media agencies. Working out engagement efficiency formulas allows strategists and planners to compare ratings and impact scores across different media types. They can review ratings or Gross Rating Points (GRPs) on a combined media reach curve to determine the most effective media strategy for each client that will result in the greatest return on investment (ROI).
Media strategy is what determines which media platforms, or combination thereof, are recommended to clients as part of an overarching investment solution. The All Media Products Survey (AMPS) made comparing audiences across media platforms easier and the new Establishment Survey (ES) will facilitate this comparing apples with pears as if they were all oranges, but what happens in the interim?
Ads24 have taken it upon themselves to consult with media strategists and to present their own ‘oranges’ to media agencies, something they call ‘numbers by accountability’. In other words Ads24, coinciding with the launch of the new edition of The Beat and their new website, are now presenting their stats and numbers in a user friendly way. They decided to formulate a methodology to calculate their impact scores or GRPs, which can be immediately compared with television (TVRs), and other media ratings for example.
What they discovered was quite astounding.
Looking at the News Overall Inventory, which incorporates all their newspaper titles including their digital properties, resulted in a Total Cumulative Impact of 46.3 million. Talking in terms of TVRs, that is more than double the rating of South Africa’s leading television programme. This figure represents all of Ads24’s audience communities or bundle options: Sunday titles, mass market titles, Afrikaans titles and local titles, nonetheless, it is not something to be sneezed at. If one looks at Ads24’s media performance in terms of ratings, within the News Overall framework, optimised proposals can deliver 300 Ratings and 40% Reach. The Ads24 Mass Market Bundle alone has a greater Total Cumulative Impact than the TV show mentioned above.
The Effective Reach Opportunity (Essentially; Reach@1+) is 24.4 million across the News Overall Inventory, this means that if an advert is placed in all of its properties (print and digital) the opportunity is there for a branded message to be seen at least once by 24.4 million individuals with buying potential.
The News Overall Inventory has a Duplicated Reach (Reach@3+) of 9.8 million. This means that 9.8 million individuals with buying potential are likely to have seen the advert a minimum of three times if it is placed in all of Ads24’s newspapers including their digital properties. In terms of digital engagement 80% of this is via mobile and 20% via a laptop or desktop PC.
Now the company offers customised, granular presentations for specific clients to media agencies to determine the best mix of their print and digital properties for each client solution. These will look at all the relevant ‘numbers’ with analysis of what will result in the best ROI and what is likely to lead to conversion. They will recommend which one or combination of Ads24’s bundle offerings is most suited, considering the client’s place in the market. They will determine whether the client is aiming to entrench loyalty, launch a new product or enter a new market. A step-change requires repeated exposure and a different strategy to brand reinforcement. These presentations can include cost per point (CPP) comparisons.
According to Media Inflation Watch (MIW) Ads24 provides the most cost effective press solution in South Africa, with the greatest ROI. Its connected community allows for additional incremental reach. Incremental reach of 21% can be achieved by including press, digital and social tactics on top of a TV plan for example. There is no reach curve that it can’t challenge.
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