Whither Cross-Media Measurement?

ISBA39s announcement came alongside the outlining by their global counterpart the WFA of their strategic vision for the future of audience researchI39m not much of a wavemaker but for what it39s worth the Cog Blog is all for advertiserdriven initiatives This post outlining a blueprint for media measurement in the future is one exampleTime to check on progressFirst the basics Media measurement is largely paid for by the media channel being measured Take UK examples BARB is primarily paid for by the broadcasters RAJAR by the radio station owners PAMCO by the newsbrands and magazine publishers and so onThis is all fine as long as all the industry needs is currency data for the buying and selling of spaceIn a buyingdominated world that worksBut for at least the last 15 years it39s become clear that what39s needed alongside the currency numbers is a set of measures that help planners decide how much of a given budget to spend on advertising versus PR versus events versus sponsorshipsAnd within say advertising how much to commit to broadcast TV versus online video versus radio versus search versus outofhomeIn short an ambitious program to lay out a framework for crossmedia planningNot to replace BARB etc but to sit alongside the currenciesNot to replace the agencies39 proprietary studies but to set standards common definitions base principles and the likeStandards are essential to help create integrated plans across all communication forms thus helping us all become more efficient and consistentAs with any measurement program you need to look at who benefits to get to who should pay or at the very least lead In the case of the currencies it39s obviously the seller content creatorIn crossmedia it39s the advertiser hence their involvementFrom a purely outsider39s perspective it looks like the trade bodies are strugglingFacing an ambition of this scale it might have been an idea to set up a Council of Wise Researchers to guide and adviseThere39s plenty of smart people around Just look at those who39ve left Kantar post the Bain Capital acquisition Andy Brown Richard Asquith Jennie Beck and Margo Swadley alone have forgotten more than I ever knew about measurementThen there are people like Richard Marks also exKantar Steve Wilcox Helen Harrison Sheila Byfield Roger Gane Mike Sainsbury of asi These are just from the UK I39m sure there are equal numbers in multiple other countriesISBA has hired one consultant the excellent Joe Lewis and a small team under Richard Halton WFA is this week advertising for a 5year old to join their sixstrong media team working on a far wider brief than cross media measurementThe task these thin teams are facing is dauntingSo they look for help There39s a couple of strategy papers produced by the WFA written last April by Google and Facebook neither of whom are known for their objectivity nor indeed for their collaborative nature but both of whom have the resources available to drive audience measurement thinkingYou have to question if that39s the wisest of moves for the industryThere39s little or no funding available hence the cynic in me suggests the involvement of Google and FB and little likelihood of any being found via the usual channelsIdeas away from the usual membership fees such as a levy on adspend proposed here seem to have got nowhereI can see one of three things as likely to happenOption one Disillusionment will set in the scope of the crossmedia project will shrink and the WFA ANA ISBA will move on to other things It39s not that they haven39t rather a lot to do what with regulating the platforms establishing a more diverse work force throughout the industry tackling prejudice improving creative standards and so onThis will lead to option two The Goggle FB work progresses with quotcrossmediaquot becoming quotcrossplatformvideoquot Important but small stuff driven by highly partisan organizations under the auspices of the world39s largest advertisersOr there39s option three The brave option This has to start with fundingOne idea certainly is a levy Another might be for the biggest advertisers to tell their agencies that they are expected to contribute XYZ to become part of a crossmedia funding circle membership of which is the cost of entry to handling their businessIn return these advertisers commit to a full review of the way their agencies are remuneratedThe point is not whether or not either of these are viable ideas but that there should be a wideranging conversation around funding options before much else happensIf as I hope bravery wins the day then the advertiser bodies need to identify and approach their Wise Men scope the work define and find the budget and move the whole industry forward from the 197039s to the 202039sWill they be foresightful Or will they witherClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor 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Whither Cross-Media Measurement?

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Brian Jacobs

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Whither Cross-Media Measurement?

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