Cross-media advertising effectiveness platform takes off in Germany

The German Advertisers Association, in cooperation with the Organization of Media Agencies (OMG), recently launched the pilot phase of a platform on cross-media advertising effectiveness. This platform aims to fill the void of measuring the effectiveness of ad spending in different media channels, and comparing them with one another.

The pilot phase will be conducted in six waves, with an expected 800 ad campaigns found on different media channels %u2013 television, radio, online, newspapers, magazines, OOH and cinema %u2013 to be reviewed for advertising impact. The first results are expected to be published in early 2016. 22 companies have already opted for this platform's test run, which has so far exceeded expectations.

Uwe Stork, OWM's deputy chairman and a key driver of this initiative, said: "The feedback from the advertising industry has been very positive, which speaks for both the necessity for such an initiative and the willingness of media agencies and advertisers to accept the cooperative and constructive challenge. We are extremely excited about the insights we can draw from the results and are prepared, if necessary, to readjust the platform based on individual needs".

For more information, contact OWM.