In the advertising market, the industry has faced a multiplication of channels, data sources and potential audiences that has dynamited how they measure the results achieved. If a few years ago it was enough to know what was happening on which channel, now things are much more complex. Not only are audiences more fragmented than ever, but also consumers consume content and advertisements in many settings, scenarios that overlap and invade what brands do in both spaces.Understanding what happens in a holistic way is key, but it is also much more difficult than ever. The industry needs to figure out a way to get an overview of things and measurement tools that work in a cross-media way, something that has been practically impossible in recent years.
But the road to cross-media results and measurements could be much closer, practically around the corner, as Digiday anticipates . What makes the difference between the latest movement and the previous ones is that, in the one that is closing now, the large global advertisers are involved, but also the giants of online platforms.Unilever and Procter & Gamble are part of the group of advertisers leading the way, but they are not the only giants involved. So are Google, Facebook, Twitter, the Media Ratings Council, the NBCUniversal and RTL networks and, equally decisively, all the big agencies. According to the British media, these players began to work together under the World Federation of Advertisers last October to create basic rules that work on all channels and about which more will be known in the coming weeks.
This makes it more likely that success will be achieved, because important names in the Oman Phone Number List industry are involved, they have the support of the main online giants and they already have specific actions and specific markets as examples to lean on (as recalled in Digiday This is the case of the German TV audience measurement, which already takes YouTube data into account).How the Industry Giants WorkWhat exactly have these industry giants agreed to? As noted in the media, in the coming weeks the World Federation of Advertisers will announce a series of global principles and standards that will work for everyone.These rules will regulate issues such as data provenance, but also transparency or responsibility related to advertising.
They will be the basis on which the industry will begin to work to develop measurement solutions that work in a cross-media way. The tools will serve well for all parties and will provide data that works for all. As explained in Digiday , the tools will allow once in place to do the work of campaign planning and data delivery. They will not serve to translate data from one player to another, but will serve to give results that work in a transversal way.These new tools will thus allow a clear vision of what happens with advertising and with the investment of brands, achieving a panoramic view. It will not only allow you to see what is happening on the network in a general way, but it will go further.
Marketers will be able to view their campaigns in a way that covers all channels and all results, offline and online.One of the departments of the American Association of National Advertisers will lead the development of these tools and the British market will be one of the first to use one of these solutions to measure data (although it is not yet known when, it will be used to measure the reach of campaigns in online video, display and television without achieving duplicate data).Of course, the process is not complete and you still have many challenges ahead of you, such as analyzing how to extract data and put it together in a way that is useful to the end user. And likewise, and given that the final idea is to have an operational “clean room”, they need to outline how they will make it so.