"Viewers are no longer distinguishing between linear and digital - they are choosing to tune in to what they want, where, when and how they want to watch. We must now embrace a multi-currency future, and jointly drive innovation that ensures more accurate and complete measurement approaches. Measurement needs to accurately reflect the reality of audience trends for marketers to effectively allocate their advertising investments and serve the entire ecosystem. And that will require more than one solution."
"We need to step away from just counting impressions. Instead, we need to measure those impressions to the various impacts they have on our advertisers - measuring all of their media investments for a more targeted and high-quality user experience. Only then will we be able to truly harness the benefits of the growth we've seen in our industry."
"Today, two-thirds of the global population is online - that's 5 billion internet users, and the pace at which those users' media consumption habits change accelerates every day. We all know that the Covid-19 pandemic disrupted every sector around the globe. Even as consumers stayed at home, their viewing and spending habits were on the move, driving unprecedented growth for our industry."
Measurement has fallen behind consumers as viewing habits shift across linear and digital platforms. Viewers choose content where, when and how they want, so measurement must evolve to reflect cross-platform behavior. A multi-currency framework and joint innovation are required to deliver accurate, complete measurement that helps marketers allocate advertising investments across the ecosystem. Measurement should move beyond counting impressions to assess the impacts of those impressions and all media investments for more targeted, high-quality user experiences. Consumer trust is essential and must be built through consistently excellent experiences as online populations and pandemic-driven habit shifts accelerate.
Read at The Drum
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