Hot Topic - Media Measurement
Every few years media measurement gushes anew. Media buyers arouse this periodically in search of the answer to advertisers’s ultimate question: where’s the money? Then, too, media suppliers have their own questions. Big data holds the too obvious solution.
An easy path to digital transition for the media world somehow got lost in the fog. The road has been littered with great ideas that collapsed from fatigue of one kind or another. To those leading the march patience is not a virtue. Others take it all in stride.
Where smartphones and tablets are more popular than pets, big television operators are rushing to find a marketing advantage in the “second screen.” Always walking on the edge, advertising people want a clear pathway to consumers’ hearts and minds. Data extracted from social media, even if limited to the legal stuff, when combined with TV viewing data is today’s nirvana for media buyers.
Competitive markets in times of economic stress face changes galore. Promotion and marketing leaps to attract attention. Formats are born, discarded and born again. Every broadcaster looks for an edge. Then the measurement changes.
Media measurement blends science, art and a little faith. Methods are strict, typically, following the usually and customary blessings of social scientists and statisticians. Computing power and the web has brought mountains of data to all wanting to know who hears, sees and, now, clicks. The more you look at it, the more it moves around.
Every measurement service hears the same thing from broadcasters. When ratings are up, credit the brilliant programming. When they’re down, blame the measurement. But even with good ratings some broadcasters are questioning the methods.
The ubiquity of the mobile phone has become a basic building block of the media world. Only cave-dwellers question the power of this device, loved by consumers, to deliver a different business model. The measurement people know this.
Also see in ftm Knowledge
Media Measurement - Changing Times
The times are changing and so is media measurement. Everybody wants more, faster and better. As online and mobile metrics grow measurement of all other media must adapt. 101 pages PDF (March 2016)
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