AOP Research Forum: Collaboration is key

Collaboration was one of the key themes emerging from yesterday’s AOP Research Forum in London. Starcom Mediavest’s head of digital research Scott Thompson said in this ever-changing digital landscape industry tools provide invaluable support for agencies, but there is still potential for growth and the way to extend insights is to share research.

Scott called on agencies, media owners and creatives to work together: “We can provide extra data through sharing… not everything, but definitely some research.  There are still gaps in our knowledge and one measurement tool alone will not be able to solve the problem.

“Ideas need to work well across platforms – and it is not just one person’s job.  I’d like to see more collaboration – it’s the way forward for the industry as a whole.”

From the audience, ITV’s Sarah Messer asked who is going to make this collaboration happen? Thompson said Starcom are breaking down who is who and focusing on a client hub, which is made up of different people – press, TV and digital – in a bid to achieve some common thinking.  “It is a step towards making sure they are integrated… although I don’t know if people will recognise the value of that,” he said.

For Messer, the creative side need to go the extra mile – “there needs to be an understanding about different creatives for different platforms… we are nowhere near that thinking yet,” she said.  “It is not a one way street, there needs to be more openness across the board.”

Thompson agreed that the industry is struggling to make the most out of cross-platform campaigns.  “Advertisers understand the opportunities are there and we are moving in the right direction but it has been slow,” he said, reiterating his point once again, that the best way to achieve this success is through collaboration.  “It’s a real area for development… co-funding research is definitely a possibility.”