There are a variety of signals that point to the growing importance of measuring and tracking audience across a brand’s platform. On the ad side you have the explosion of marketing services and on the audience side there’s the continued push for integrated databases.
Another indication could be the sudden and rapid increase of brands utilizing BPA‘s Brand Report. In the last year, the number of titles reporting cross-platform audience metrics has more than quadrupled. A total of 295 titles are now reporting their audience metrics across channels.
According to the BPA, the healthcare category has the most titles, at 87, using the report, followed by manufacturing (38) and legal & financial services (33).
UK-based Flightglobal, a Reed Business brand and aviation industry title, takes the prize for the most channels analyzed in a single report—19.
An average of 3.8 channels per brand are analyzed in each report, says BPA.
The Brand Report got off to a slow start, however. A beta version was released in late 2009 when early adopter Stamats Business Media was the first to complete a test report for its Meetings West brand.
"This new audit tool will help our advertising customers quickly and thoroughly determine the depth and scope of the media buy within a given brand needed to achieve their mar/com objectives," said Stamats president Tim Fixmer at the time.
By late 2010 about a dozen publishers were readying December brand reports. And by early 2012 that had only grown to just under 60.
That the number of brands using the report has quadrupled points to not only the growing number of platforms publishers are leveraging for their content, but the lack of audience overlap across them.