A look at how we, as researchers, can solve the issues that exist with advertising and media measurement.
By Tim Macer
The continuing fragmentation of the TV market, with so many different ways to view media content today, plus the consumer’s growing tendency to hop from device to device, has left many tried-and-tested audience measurement methods wanting. In some cases, buyers were discounting what they saw as over-optimistic measures, which risked devaluing an entire industry. The difficulty in providing measures that media buyers and providers alike could accept is ironic bearing in mind that digital advertising, where things most got out of hand, came with the promise of the Big Data back-feed that broadcast TV always lacked.
This article highlights three prime movers who, in different ways, are pioneering more reliable audience measures that will work across the spectrum of devices at play today.
Ruud Wanck of GroupM on the role of media investment managers in an increasingly fragmented media environment. Do we need marketing communication specialists or people who can develop and build algorithms and data models?