Tagged: Measurement

Why are the walled gardens not held to the same measurement standard to justify increased spend?

DIGITAL BRAND-ADVERTISING MEASUREMENT NEEDS TO MATURE TO JUSTIFY INCREASING SPEND: Despite non-stop advancements in digital adtech stacks, the evolution of brand measurement hasn’t kept up; brand studies look the same as a decade ago. I’ve never spoken to a brand marketer who says better brand measurement would not pry more brand spend from their wallet, so these fixes could lead to billions more poured into the digital ecosystem. Read More: www.thedrum.com

Looks like Comscore & Nielsen aren’t up to the task.

AGENCIES’ TOP RESEARCH PRIORITY: UNDUPLICATED CROSS-PLATFORM REACH: The 4As is out with a new study on industry measurement issues which finds that solving for unduplicated reach in a multiplatform environment is the top priority among members. 93% said the industry must establish a method for determining unduplicated reach across channels. Read More: www.mediapost.com