Cross Media Audience measurement to become a reality?
The marketer’s Holy Grail of media audience measurement, a de-duplicated measure of reach & frequency applicable across all media channels took a major step forward this month when the World Federation of Advertisers published a framework document for individual markets to follow.
Why is this a potential watershed moment? The answer is that all participants from the buy & sell sides came together to define how the system should work. Global advertisers joined advertiser industry associations from around the world (including the AANA) and worked with media agencies, measurement companies, the digital platforms, major broadcasters & publishers and standard setting authorities to set the common rules and metrics around globally consistent standards and measures available for all ecosystem participants.
The benefits are clear. Today’s separate measurement systems preclude an understanding of true Reach and Frequency. This means there are considerable amounts of impressions bought which are driving diminishing or even negative value to advertisers. There is scope to prevent the wastage of billions of dollars through better measurement which, in turn, improves ROI; equally, an improved consumer experience can be delivered through avoiding the excessive ad frequencies which some have been exposed to. This is critical to avoid an apathetic (or outright hostile), reception towards advertising from our audiences. Lastly, improved measurement enables the sell-side to better value their inventory to attract ad spending.
The approach starts with all forms of TV and digital and will eventually extend to all channels. The framework covers governance, technological infrastructure (the pipework), standards & metrics as well as privacy & transparency and allows sufficient flexibility for locally led constraints and market level decisions to be made.
So, what about putting it into practice? Clearly Australia is well placed. As the sell side of the ecosystem invests in new measurement systems such as Voz, digital ratings and Move 2.0 there is an opportunity to join these together using the WFA framework. In the UK, its already beginning to happen. At the AANA we have been kept up to date with a new system being developed called Origin. Its due to go into testing next year and will provide an opportunity to be a fast follower. Learn more by downloading the WFA’s framework document below: