Interesting article on measurement in AdAge MediaWorks. Now that consumers in the US are increasingly turning away from the TV screen, towards...others screens, advertisers, media owners and agencies desperately try to understand the impact of their communication efforts.
The same content can be viewed in different ways, on different screens. Barriers between TV and 'the Internet' are increasingly blurred. Research however is still very much technology driven, not allowing us to understand what the combined impact is of the different contact points.
In the US a JIC (joined industry committee) was created representing advertisers, media owners and media agencies. They have joined forces with the purpose of developing a research tool that can help them understand the combined reach and frequency of the various screens. It's not going to be an easy one and it's going to cost a lot of money, but the added value clear.
In the meantime, let's make sure we track the impact of our communication on our consumers: IMC Tracker is coming your way!
Monday, August 17, 2009
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