- Passive Measurement significantly improves the practicality of cross-media measurement
- Higher survey response rates, fewer dropouts
- Future technology eliminates tagging altogether
- Limited overlap between Online and TV campaigns shows importance of multiple platforms for full campaign effectiveness
- Online and TV exposure together drive synergistic response however media targeting determines duplication
- TV ad viewers typically spent 30 to 40 percent of ad viewing time using a mobile device
- Suggests further research about the role of mobile in TV ad effectiveness
- The addition of the ad recognition information with an OTS methodology helps clean both the control and exposed groups
- Using ad recognition in conjunction with passive measurement allows the creation of experimental groups that reflect our understanding of what the definition of control and test should be
- Control = did not see add and did not recall seeing the ad
- Test = saw the ad and did recall seeing the ad
- Bottom line: a new consistency has been achieved in the definitions of test and control across TV and digital media.
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