Mar
10
Measuring Up in Digital Media
Filed Under Marketing | Author: |
Quick - answer the following questions:
“What are the lessons you’ve learned over the last 24 months – besides humility?”
“Is the radio industry in decline?”
“Are magazine in decline?”
These are just a few of the direct questions peppered at a panel of media industry elite at the 4A’s Media Conference. This key panel discussing the titled topic “Are Traditional Media Really Adjusting to the New Digital World?”, spoke cautiously on how digital technology has given rise to dozens of media venues, each with its own set of metrics for determining the success, effectiveness and reach of advertising.
With no clear-cut solutions for media measurement available, it was agreed that a more comprehensive system for figuring out how ads perform across multiple platforms was needed but will take time to develop. “Models right now don’t have the capacity to bring all the touch points together,” said Donna Speciale, president at Publicis Groupe’s MediaVest USA.
The ad industry has relied for decades on measures that gauge the masses, such as Nielsen ratings. Media outlets and ratings gurus are trying to update their methodologies, but it’s been difficult. A TV network may find it has hundreds to thousands of viewers of the program it streams on the web or makes available for IPod download, but may not account for the viewers who DVR’d the program to watch at a later time.
At the same time, different advertisers are wanting different elements measured, complicating attempts to create a standardized system. Some advertisers might measure on cost-per-click while others prefer to measure metrics like time spent viewing a program or video. Digital channels have quickly created a world of niche media. On the plus side, marketers will have opportunity to deliver relevant content to their target market with more precision than ever and do so through multiple channels. The challenge will be to stay ahead of the channel curve and stay in-touch with their target through relevant conversation. All the while, measuring the activity for effectiveness.
More change has occurred to the media industry in the past 5 years than over the 50 years prior. “Digital Changes Everything”, no doubt. I imagine much is to come regarding media measurement within the next 12 months. I also imagine what does come, will go away just as fast as new forms of measurement will surely take its place.I suppose if I was asked “what media measurement practice will become the new standard?”, my response would be “there is no such thing as standard these days.”
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