TikTok head of measurement for Europe & Israel Steve Lockwood argued for a more holistic view of measurement he dubbed ‘outcome-based measurement’ to replace attribution.
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A panel at The Future of Media delved into why and how moving toward a single measurement framework is the future of measurement.
Denise Turner discusses why she feels we must properly define measurement, especially if it is to continue to take on a bigger role for advertisers.
At The Future of Media event in London, media leaders debated behind closed doors over the key issues facing the industry. The group disagreed over the state of agency-client relationships but found consensus on the importance of measurement.
Audience measurement solutions company AudienceProject has appointed Paul Barnard as UK managing director.
Barb, the industry’s TV audience measurement body, has upgraded its Application Programming Interface (API) to include BVOD, SVOD, video-sharing and non-TV device data.
Certain demographic audience segments are becoming harder and harder for media researchers to reach. But why? And what can be done to tackle it?
What does a former TOWIE star, industry royalty and a Love Island contestant-turned-influencer have in common?
On the Beach and KFC’s sponsorships of ITV programmes resulted in the most positive effects when combined with regular TV spot advertising.
Measurement myths keep persisting for no good reason other than “because we’ve always done it this way”.