Media Agency's Role in Evaluating New Technology

Media planners are required to surface evaluate and manage innovation and currently have a range of tools to help them understand digital landscape audience reach Despite all the advances made however the process remains dauntingly complexGrowth in technology innovation is on the rise The National Venture Capital Yearbook 2013 highlights that although we are not at the amp8220bubbleamp8221 investment levels witnessed in 2000 there is continued growth in new technology investments A main driver of this growth is ubiquity where anyone can learn deploy and manage a technologybased business while open source and cloud are enhancing the processMedia planning teams have a range of tools to help them understand digital landscape audience reach The Compete Media Planner CMP scores sites using actual online behaviors of 2 million consumers Comscore Media Metrix allows a planner to measure audience composition and performance within key user segments The Technorati Top 100 tracks the most influential bloggers AngelList is a platform for startups CrunchBase developed by TechCrunch is the free directory of technology companies people and investors that users can editMoreover a new class of companies is popping up to attempt to aggregate and highlight startups and newer innovations Ryse DMR Index and PlzADvize are developing planning tools and indices to aggregate and showcase reviews and ratings for startups The goal is to foster connections between developers and decision makersRyse in Beta is developing a platform to connect big brands and agencies with emerging media platforms and technologies hoping to help startups find customers DMR Index is working on highlighting and reviewing technology companies from the latest startups to established media vendors PlzADvize in Alpha is so new it doesnamp8217t have a fully baked website Yet they are asking the same questions that the others are asking namely amp8220how are digital marketers expected to navigate this crazy landscapeamp8221 Theyamp8217re banking on the collective wisdom of the crowd anonymous ratings or reviews and its ability to categorize the complexity of the technology explosionWith all of this activity the role of the media agency is more important than ever before in sourcing and evaluating innovation for clients Bestinclass media agencies have a unique understanding both within and across clients of innovative approaches already tested and the associated performance and valueprice of innovation opportunities Newer approaches to highlighting and connecting innovative technologies to the marketplace will certainly be leveraged However the true challenge is evaluating the innovative technologies against a set of alternatives and in context of the clientamp8217s greater business goals managing innovation from test to learn to scaleCary Tilds is Chief Innovation Officer for GroupMRead all GroupM39s MediaBizBloggers commentaries at Musings from GroupMCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentariesamp160amp160Image courtesy of KROMKRATHOGFreeDigitalPhotosnet

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Media Agency's Role in Evaluating New Technology

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Cary Tilds

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