The World Federation of Advertisers (WFA) has launched a blueprint for consumer-centric holistic measurement, resulting from an extensive collaboration over a number of years between the world’s largest advertisers.
According to the WFA, consumers have changed significantly in the last fifty years ago, with mass marketing becoming increasingly ineffective in light of media fragmentation and changing consumer patterns.
The multi-tasking and media-savvy consumer of today has forced marketers to abandon single media approaches and accommodate multi-media measurement, marketers need to better understand multi-media behaviour in order to reach their target consumer in a timely and respectful manner and at a receptive moment.
Commenting on the initiative, Bernhard Glock, manager of global media and communication for Procter and Gamble said: “This is a watershed for marketers. For the very first time, we have defined the criteria on which to develop new consumer-centric audience measurement.”
He continued: “The ground has been laid for a common currency with which to understand consumer behaviour beyond demographics. Only by understanding consumer behaviour can we ensure that people receive the right information at an opportune and welcome moment. This is what we must work towards.”
The WFA reveal that projects to address the issue of consumer-centric measurement have been in the pipeline for some time on both sides of the Atlantic, with marketers hoping that by clarifying their precise expectations, they will encourage further such initiatives which will ultimately transform the way in which consumer behaviour is measured.
Stephan Loerke, WFA managing director added: “Now is the time for our partners in the advertising and research communities to develop initiatives on the basis of the criteria we have developed, for the common benefit of the industry and consumers.”
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