Measurement Manifesto: Embrace media fragmentation

Описание: Gone are the days of buying a spot in X-factor and putting your feet up. Media fragmentation means, to reach the mass-market, plans now require a bewildering level of complexity. As the IPA put it, it’s “increasingly complex to effectively engage with consumers and optimise media spend accordingly.”

Being able to compare apples with apples is vital to being able to understand campaign performance in this fragmented world. Measurement needs to work across and between media, and especially behind Meta and TikTok’s walled gardens. You can’t optimise your media spend if you’re letting media owners mark their own homework. So, you need measurement which is single-source, cross-media, independent and consistent.

To maximise advertising effectiveness, you need accurate Brand Lift measurement. This is harder than it sounds. We’ve broken down our approach into seven essential principles. We call it our Measurement Manifesto and we hope it provides food for thought.

Alistair Hill, CEO and Co-Founder of On Device, interviewed for The Six Sells Podcast.

On Device is a brand lift measurement company on a mission to measure and enhance brand effectiveness. Find out more at www.on-device.com