Breaking barriers in advertising: Innovative cross-media measurement with audio-matching

IF 15.6 1区管理学 Q1 BUSINESS

Journal of Innovation & Knowledge Pub Date : 2025-05-01 DOI:10.1016/j.jik.2025.100729

Silvia Sanz-Blas , Victor Ballester-Riera , Daniela Buzova

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引用次数: 0

Abstract

The changes that are taking place in consumers’ media consumption in and outside the home pose a challenge as to how to accurately assess the impact of cross-media advertising campaigns. An innovative measurement solution based on audio-matching technology, and taking a cross-media, single-source approach, provided a holistic view of the effectiveness of advertising campaigns across different media and platforms. This research applied this new methodology to a cross-media campaign to understand how emerging digital media (connected TV and Spotify) can contribute to meeting advertising objectives, in terms of coverage and frequency, when combined with other media. The new measurement solution provides a more effective comparison of these emerging media in terms of advertising effectiveness, that is, attitude toward ads and brands, brand image and purchase intentions for advertised products. The results also reveal the complementary nature of the digital media analyzed, and provide important recommendations for communication managers and media planners.

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打破广告壁垒：利用音频匹配创新跨媒体测量

消费者在家庭内外的媒体消费正在发生变化，这对如何准确评估跨媒体广告活动的影响提出了挑战。基于音频匹配技术的创新测量解决方案，采用跨媒体、单一来源的方法，提供了跨不同媒体和平台的广告活动有效性的整体视图。本研究将这种新方法应用于跨媒体活动，以了解新兴数字媒体（联网电视和Spotify）如何与其他媒体结合，在覆盖范围和频率方面有助于实现广告目标。新的测量方案提供了一个更有效的比较这些新兴媒体的广告效果，即对广告和品牌的态度，品牌形象和对广告产品的购买意愿。研究结果还揭示了数字媒体的互补性，并为传播管理者和媒体策划者提供了重要的建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Innovation & Knowledge Multiple-

CiteScore

16.10

自引率

12.70%

发文量

118

审稿时长

37 days

期刊介绍： The Journal of Innovation and Knowledge (JIK) explores how innovation drives knowledge creation and vice versa, emphasizing that not all innovation leads to knowledge, but enduring innovation across diverse fields fosters theory and knowledge. JIK invites papers on innovations enhancing or generating knowledge, covering innovation processes, structures, outcomes, and behaviors at various levels. Articles in JIK examine knowledge-related changes promoting innovation for societal best practices. JIK serves as a platform for high-quality studies undergoing double-blind peer review, ensuring global dissemination to scholars, practitioners, and policymakers who recognize innovation and knowledge as economic drivers. It publishes theoretical articles, empirical studies, case studies, reviews, and other content, addressing current trends and emerging topics in innovation and knowledge. The journal welcomes suggestions for special issues and encourages articles to showcase contextual differences and lessons for a broad audience. In essence, JIK is an interdisciplinary journal dedicated to advancing theoretical and practical innovations and knowledge across multiple fields, including Economics, Business and Management, Engineering, Science, and Education.