Personal online video reach measurable for the first time
In a pilot study conducted by Goldbach, Mediapulse, and Kantar Media, the net reach of online video campaigns was measured on an individual basis for the first time and combined with TV metrics. The pilot took place as part of a Migros campaign and is now set to be developed into a market solution.
The convergence of TV and online advertising is a key issue for the Swiss advertising market. A current test run by Goldbach, Mediapulse and Kantar Media is now providing the first solution for measuring the personal net reach of online video campaigns - and combining this with TV data. The basis was a three-week own market campaign by Migros Supermarkt in fall 2024, which was played out both on traditional television and via the Goldbach Video Network.
The survey was conducted using Mediapulse's hybrid measurement infrastructure. The digital advertising media were made identifiable with the help of special tagging and could thus be recorded in the Mediapulse panel households - the same basis on which the TV reach measurement is based. Kantar Media was responsible for data analysis and modeling. By comparing the online data with existing TV data, gross and net reach could be shown separately and combined for the first time.
The benefits for advertisers are obvious. Susanne Schlatter, Head of Insights Strategy Media at Migros Supermarkt, speaks of a "huge gain" for campaign planning: "The fact that online reach can also be evaluated in combination with the already established TV reach if required is something that we as advertisers have wanted for a long time."
Goldbach CEO Christoph Marty also emphasizes the importance of the test for the industry: "With this successful first test, we are now taking a big step towards standardized, personalized measurement for online video ads and thus paving the way for the first convergent moving image measurement at campaign level in Switzerland."
For Mediapulse, the pilot is a strategic intermediate step on the way to comprehensive video measurement. Dr. Mirko Marr, Head of Research at Mediapulse, sees the combined measurement of TV, replay ads and decoupled video ads as a key objective: "The current test provides important and encouraging insights into the feasibility of this objective."
The project partners now want to further develop the method and standardize it with a view to the Swiss market. The aim is to create a uniform, transparent measurement solution for all video channels.
