ITV’s director of client strategy and planning Kate Waters urged the TV industry to come together to prioritise outcomes for advertisers, rather than audiences.
More Measurement articles
Havas UK’s chief data and product officer explains what to look for in a viable long-term tracking solution.
Peter Field explained to Omar Oakes that audiences cannot become deeply engaged in pieces of entertainment in 15 or 30 seconds, and likened short-form video to chewing gum.
Digital is responsible for causing a sea change in advertising towards the need to prove impact and effectiveness now that we can better measure it, argued Nick Manning on a recent episode of the podcast.
Effectiveness is about understanding what’s working — but current industry approaches aren’t, warns the WFA’s media services director.
Focussing mostly on sales could mean advertisers underestimate retail media’s true potential, which can work for both shopper and brand marketers.
ITV’s Measurement and Modelling senior manager Neil Charles and ViewersLogic co-founder and CEO Ronny Golan explain the faults in media measurement today, and how a longer-term view can be accomplished.
Newsworks and the PPA are looking to introduce an “enhanced measurement solution,” but according to the IPA research director the decision to do so comes more from publishers than from buy-side demand.
A new software update to Apple’s iPhone software update could boost measurement across the podcast industry, the CEO of global podcast publisher Acast discussed during its quarterly earnings call.
Isba’s cross-media measurement plan is too big to not work. But advertisers are restless and frustrated.