Debate: Measure What Matters: Are current research methods fit for purpose?
Thursday, October 6 at 15:30 Lecture & Panel
Debate: Measure What Matters: Are current research methods fit for purpose?
moderated by Vesna MarđonovićIn these times of segregation of media channels, changes in media usage behaviour and constant multiple media usage ... media planning is becoming more and more difficult. The dilemmas are: What to measure these days? At this point, most of the research commonly available is quantitative. And that is not enough anymore. Also the existing monitoring is outdated; how to know if prime time really is prime time and is i. e. the premium position in the TV block really premium? How to measure creative usage of media? Who is going to pay for all that?
On top of that: The clutter is higher and higher; in bigger CEE countries, the TV sell out ratio is 95-100 percent at all times. A lot of investments are transferred to the Point of Sale, as the impact is more measurable there. The mainstream media (including digital) is not as effective as it used to be.
Advertisers need to invest in new researches, which requires more budget, which lowers the media budget for media, which spins into less transfer to sales, which spins into less budget …
So the idea is to discuss and find some new ways for strategic media planners and advertisers to understand in what kind of research they need to invest in, what kind of research they can choose from the commonly available, what are the new ways …
With two introductory presentations by:
Jim Kite, Strategic Development Director, Starcom MediaVest Group EMEA:
The way we have been measuring the effectiveness of media has been one of convenience - we have been estimating the size of the audience and not the value of it.
Digital media has shown us that media metrics should focus on business outcomes and not just overall exposure. Soon this view will be coming to more long established media, particularly television with the seamless integration of real-time audience data with transactional databases just around the corner. Only then will we be measuring what matters, not just what we can.
James Kent, Analytics Research Specialist, MPS at Google, London, United Kingdom:
Advertisers should use high quality platforms data to measure, optimise and target their marketing activity - leading to greater profit. To plan strategically, the advertiser must think in terms of audience behaviour and targeting. This session will examine profitable advertising, the attribution problem, and detail how to refine audience targeting through strategic media planning. Location: Emerald Hall
