Telling You What I Want

This thought occurred to me when I read my old friend Bob Wootton39s piece on Mediatel last week Bob was kind enough to reference me and the campaign for a levy to fund true crossmedia measurement that has featured several times in past Cog Blogs most recently earlier this monthHe also made the point that recent asi events which are all about audience measurement in video and audio have moved on from being a talking shop to something more mainstream As Bob put it quotThe asi events have become much more than a talking shop for media researchers who don39t normally venture out quite as muchquotMedia researchers do of course venture out a fair bit maybe a fairer accusation would be that when they do so they don39t tend to mix with the quotrightquot people preferring their own kindMind you that39s true of many tribes within the business Does anyone else remember the days when TV buyers gathered in one pub planners in another or more likely in a wine barIt39s also true to say as Richard Marks does in his comment below Bob39s piece that asi can hardly be accused of not making an effort to attract advertisers and their agencies The fact is this tribe thing runs deep and flows both ways if bodies of water can be deep and flow both waysWhat39s needed is for a greater degree of consultation and indeed collaboration Audience researchers are intense thoughtful people by and large stop giggling at the back They are interested in doing things properly they39re less concerned with shortterm headlines and more concerned with longerterm viabilityNone of these are bad traits in fact just the opposite Someone has to ensure that things are done to the highest of standards after allBut at the same time life moves on Inventing a cure for something that is no longer a threat isn39t as helpful as coming up with a fix that worksOr being 90 right beats being 100 lateGood luck to asi and indeed to Mediatel whose Future of Media event started Bob off on his article for providing the forums fora for debateThe thing about debate is that all parties need to take part If one party say the media researchers assumes primacy and isn39t challenged then the answer risks being unfit for purpose however technically smartAnd if the agencies and their clients don39t consider this a subject worthy of serious debate then they can hardly complain if they don39t like the outcomeMore inclusion less tribalism More quotHere39s a way throughquot less quotStop giving me the answer to the wrong questionquotClick the social buttons 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 subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Telling You What I Want

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Brian Jacobs

Don’t’ Back Down; Double Down on DEI Investments - By Jack Myers

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