The biggest change that needs to happen to media measurement is to go back measuring the person, rather than the media, or brands risk missing out on key audiences.
Henry Daglish, co-founder of Bicycle, stressed the lack of “human intelligence” and logic between the measurement, data, the brand and the consumer in advertising campaigns is leading to short-term thinking and risk-averse media planning.
On the technology side, Ronny Golan, co-founder of ViewersLogic highlighted the reliance on claimed last-click data over single-source observed data, and media measurement operating in silos, as challenges facing advertisers looking at how and what to measure in campaigns.
They both gave an example of these issues in action with an erectile dysfunction brand campaign. Using single-source observed data found that the main target audience of the campaign should be women on average 10 years younger than the anticipated male audience.
Henry Daglish, co-founder and CEO of media agency Bicycle, and Ronny Golan, co-founder and CEO of ViewersLogic, speak to The Media Leader reporter Ella Sagar.