Advertisers Take Responsibility for Fixing Cross-Platform Measurement and the Consumer Ad Experience

What happened that day has never before happened at CIMM Summits nor anywhere else in the world I was very happy to have been invited and experience it firsthand The advertisers spoke with one voice vowing to see to it that crossplatform measurement was fixed and providing specific requirements to do soThe requirements have been collectively set What are theyThe highest priority is the consumer ad experience Advertisers will no longer tolerate not being able to maximize that experience Ben Jankowski global media group head of Mastercard is leading the charge of the World Federation of Advertisers WFA along with Bill Tucker group executive vice president of the US Association of National Advertisers ANAWhat39s wrong with the consumer ad experience that they want to fix A lotFrequency measurement needs to be able to let the advertiser know how many times a consumer sees an ad across all TV and digital amp8212 and someday all other media too Otherwise how can they prevent ad fatigue Why is that not happening now Because each media company can report its own frequency of delivery for that ad but no mechanism exists to add up those frequencies across silosBrands insist on knowing the program or other context their ads ran in so they can ensure that each impression has the maximum positive effect Since we all know now that context affects ad performance amp8212 and it39s all about the specific psychologies in the ad and in the context amp8212 if an ad resonates the impression is positive and immersive Otherwise it is generally less so often by double digitsThe quotSkip in 5 Secondsquot pasteover of digital video ads denigrates the brand and its messageHow do these ad executives plan to address and fix these issuesThey will shift their spending to the media and research companies that provide frequency measurement and context details amp8212 and away from the othersThey will work collaboratively in a positive spirit with everyone else in the ecosystem to come up with the needed systemsThose new systems must be interoperable and protect privacy Consumers need to feel good about where this all goesLooking around at the superb research and data companies of today they all have something unique and valuable to bring to the table WFAANA39s new cando getitdone nostalling spirit creates an atmosphere that helps disenfranchised research companies and challenges incumbents leaving plenty of room for them to step upThinking about the companies that are best prepared to thrive in this new environment 605 amp8212 a company I advise amp8212 is a major standout for many reasons For one it follows the same deterministic transparent crossplatform data quality track as TRA a company I cofounded and sold to TiVo However 605 differs from TRA in a number of substantial ways TRA started the big data privacyprotected matchingforROI game which is now being played by a thousand companies around the worldBut 605 has upped the game21 million linear TV US homes measured 45 million addressable TV homes measured has to be an addressable campaign involved TRA had nothing addressable and total sample of 34 million605 is getting data from DVR linear OTT and VOD TRA was linear and DVRClients with access to customerlicensed MVPD data have been adding other settop box data to 605 sometimes doubling the sample size605 comes out of the cablesatellite industry and has established crosswalks with almost every major MVPD so it is set up better than anyone else to provide the interoperability that the advertisers are calling forAs CIMM leader Jane Clarke pointed out in her kickoff speech at the February 6 event 605 is the first company to combine settop box data with smart TV data605 has been doing random control trials using the classic scientific method for clients for several years which is a form of truth standard for ROI attributionBut every research company is in for a field day in this new world the advertisers are creatingThe advertisers are strongly stepping away from business as usual to achieve business as it should be and has to be Innovation leaders within all companies of all types should pop the cork on the Dom Pamp233rignon Sure it won39t be as immediately perfect as I make it seem there will be plenty of ups and downs along the way as is human nature But bring forward your best ideas now amp8212 because the time to seize the day has arrivedThanks to the ANA ARF CIMM and WFA for leading the wayDon39t stop now Stay in the know on advertising trends and ROI strategies with more from Bill HarveyClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Advertisers Take Responsibility for Fixing Cross-Platform Measurement and the Consumer Ad Experience

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