The Ecosystem Demands It / Your Clients Demand It
You’ve heard it before from measurement experts, media exec’s, and from me. Today’s digital measurement does not serve our business needs and perhaps its undue complexity actually prevents digital media from achieving full potential as advertising media. As unprecedented change in what technology, media and consumers do together and with each other continues unabated, we are still fighting to establish constructs, metrics, measurement systems and workflows that should have been established more than a decade ago.
You’ve heard/read this before from us (how’s that for building frequency?), but, did you know that the advertisers are issuing a clarion call for Making Measurement Make Sense? Yes, your clients and in trade association parlance, our partners across the ecosystem agree, in fact, demand that measurement and accountability improve.
In a videoblog posted on October 11, 2010, Bob Liodice, President and CEO of the ANA says, “Marketing effectiveness increases substantially when it is fully and completely accountable. In order to do so, we need fully accountable measurement systems “. Bob goes on to describe initiatives that are underway to improve measurement and thereby make marketers far better and far more accountable.
The one point that Bob does not elaborate on is that the IAB, ANA and 4A’s measurement initiative is as much about changing and reinventing a business process as it is about the specifics of measurement. Making Measurement Make Sense is platform agnostic since all media are digital.
Moreover, Making Measurement Makes Sense seeks to manage the inexorable change that we are witnessing as new devices enter the marketplace and creativity in consuming and communicating abound. Along with the ANA, the 4A’s and other potential partners, the IAB will continue to strive to establish metrics, systems and processes that make sense for today and tomorrow.
Sherrill Mane is Senior Vice President for Industry Services at the IAB.