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What is the most important change coming to measurement?

What is the most important change coming to measurement?

From attention metrics, third party cookies, first party data, last touch attribution to cross-media measurement; the relative merits and drawbacks of different methodologies is a hot topic.

But what is the most important way for advertisers to gauge effectiveness of a campaign?

Mediatel News spoke to four media leaders and asked what is the most important change coming to media measurement.

Dr Grace Kite, economist and founder of Magic Numbers

“There’s a seismic shift underway in how ecommerce marketers evaluate their marketing. It’s mainly because of problems with existing methods: multi-touch attribution is being undermined by ever more people and platforms blocking cookies. Last-click is more resilient, but most now know its findings on payback are fishy.

“But it’s also because of an opportunity: e-commerce businesses had a good pandemic. With money in the bank and soaring ambitions, they are piling in to big brand strategies like linear TV whose effects can’t be tracked.

“They’re increasingly turning to new adaptations of market mix modelling. Faster, cheaper, and more able to use the oodles of data available. And they’re right to, it’s by far the most reliable option available.”

Bobi Carley, head of TV & Video, ISBA

“Cross-media measurement is the holy grail for marketers yet it is an ask that has long been seen by some in the industry as impossible, or even unnecessary when existing measurement tools can do half the job.

“Our members believe that Origin is the only solution that will achieve true cross-media measurement, and is one that will scale to future needs beyond just reach and frequency.

“Origin is going to fulfil a critical business need as marketers drive for greater effectiveness and efficiency. When, not if, we successfully launch I believe it will be the most important thing to happen to media measurement since the launch of the ABC.”

Christina Hanson, global chief strategy officer OMD Worldwide

“The battle to better define how we should measure real Human Attention accurately, to drive better brand and business outcomes, is upon us.

“However, our industry’s obsession with quick wins and easy solves poses a major risk to advertisers that do not spend the time to take a disciplined approach to assessing solutions.

“It’s not enough to plan with Attention and buy with (Advanced) Viewability. The application of Attention data to budgeting, market mix modelling, media planning and buying is happening, and being validated. It’s critical to make sure the quality of your Attention data is up to scratch.”

Karen Nelson-Field, founder and CEO of Amplified Intelligence

“The most important change coming is human measurement at scale. We know that device metrics are failing us. Up until now, adtech has been able to collect everything about everyone.

“And yet, they find themselves with a mountain of data that doesn’t tell them what they need. Wasted budgets and less than effective campaigns.

“Human measurement has traditionally been limited to labs and goggles, but with the latest developments in attention metrics we now have the capacity to measure human response to advertising at scale. And that is exciting.”

SEE THE FUTURE OF MEDIA
The Future of Media conference, which takes place in London on 27 and 28 October, explores eight key themes as part of a unique and business-critical agenda for the advertising and media industry.

For more information on what’s in store for media measurement, as well as the other key themes of the conference, check out the event website here.

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