How to measure mass media advertising
Finding the ROI in mass media and online marketing
Mass media advertising includes print, TV, radio, outdoor and transit advertising. Traditionally, the only metrics available for mass media advertising were: reach, frequency, rating, and let’s not forget our friend, gross rating point (GRP = reach x frequency).
These numbers tell us the estimated number of people the campaign will reach, and how many times. However, it does not tell us what impact that campaign will have or if people are actually paying attention to it.
To be fair, there are creative ways to find out if your campaign is engaging. This can be done through trackable calls to action, such as the use of iTV or unique phone numbers. Then, engagement can be measured through the number of phone calls, inquiries, or booked appointments.
Although online advertising is technically considered mass media, it offers a lot more information on the effectiveness of your campaign, therefore, making it easier to track ROI. Online advertising provides a full report at the end of each campaign with the following information:
- Impressions
- Clicks
- Click through rate
- Cost per click
- Cost per impression
- Post-click activity
- Post-impression activity
- Conversion rate
- View-through conversion rate
- and many others.
To learn more about the metrics available for mass media advertising, and the best tools for pulling this information, read our white paper, Healthcare Marketing Analytics.