NEW YORK: Moving to a "total video" model of measurement, combining legacy TV techniques with the latest methods for assessing digital viewing, could ultimately benefit both media owners and brands, a study suggests.

Andrew Lipsman and Joan FitzGerald, of research firm comScore, outline this perspective in Multi-platform takeover: From TV to Total Video, part of the Advertising Research Foundation's Experiential Learning series of articles.

While television remains the premier media channel for most consumers, streaming services, smartphones, tablets, over-the-top offerings like Apple TV and original scripted online content are prompting big changes.

As such, Lipsman and FitzGerald propose a "total video" approach to measurement based on "a unified accounting of … media consumption behaviour across all screens to facilitate smarter buying and selling of advertising."

Looking at ten cross-platform campaigns, comScore found that TV campaigns typically reached 49% of the population, with digital – be it video, display and/or mobile – adding 5.8 percentage points of incremental reach, on average.

Getting a clearer picture of the "unduplicated" reach of media brands across all channels would also help demonstrate the value they offer by providing a holistic view.

According to comScore's analysis of the top 25 digital media properties in the US, ranked by the reach of their total digital population, the average unduplicated reach stood at 46%, compared with 35% on desktop alone.

For 18–34 year olds, the overall figure rose to 55% for these same properties, measured against a reading of 40% solely on desktop.

"By simply adopting this integrated view of audiences across desktop and mobile, digital media companies can better articulate their reach-based value proposition for marketers in a way that is not only more competitive with TV, but also in a way that works alongside TV," the authors wrote.

Another recommendation was better optimising media allocations to drive reach, with comScore confirming that a "strong correlation" exists between the share of a campaign's GRPs that were digital and its incremental reach.

"The ability to extend reach via digital GRPs can be valuable, but how does a marketer know when to shift expenditure? One method of making such a determination is to calculate the average yield in reach per 100 GRPs," Lipsman and FitzGerald added.

Its analysis further suggested that digital can build reach beyond 18–34-year-olds: studies of a cereal and frozen vegetable brand, for instance, found they generated the greatest extra reach with under-18s and 45–54 year olds respectively.

Data sourced from ARF