A summary of the comScore “Brave New World Manifesto.”
The multi-media landscape is evolving before us. The last few years explosion of emerging technologies (tablets, smartphones) have created media fragmentation. This revolutionary digital era has created a paradigm allowing marketers to reach and engage users at anytime throughout the day, however, this realm creates crowded space and difficulty reporting/analyzing performance. In order to keep pace with this media revolution, the following measurement principles must be met.
1. All media is going digital; measurement must follow suit
The old means of measuring media, specifically TV, is no longer relevant with the infusion of multi-platform consumption. The notion of measuring mediums individually can no longer exist. A holistic approach to media measurement must be the first step to measuring successful campaigns.
2. Measuring success must be determined by reaching people not metrics.
Simply measuring the level of impressions served cannot be the basis for a successful campaign. Measuring the behavior of targeted audiences must be the primary measurement for an effective media campaign.
3. Multi-Platform measurement must deliver actionable insights
With media fragmentation at an all time high, the days of very large sample based measurements is no longer capable. Therefore, a combination of census-level digital data must be layered with sample-based methods. The results are likely to be more insightful and benefit ongoing optimizations.
comScore takes this into action with comScore Census Network (CCN). CCN collects more than 1.5 trillion digital interactions every month across digital media entities. The data is determined to leverage behavior and analyze detailed insights.
4. The Holistic View
Measuring success should be determined by reaching a threshold of people interacting with content. Measurement should enable optimal media allocations for improved decision-making.
5. Viewable Impressions to compare success of multi-platform space
Viewable impressions must first be standard for digital advertising. A comScore study recently realeased 3-4 out of 10 served ad impressions are never delivered with an opportunity to be seen. Viewable impressions ensure ad impressions are comparable to other mediums based on the user having an opportunity to see the ad. This will enable digital ads to receive proper credit for the impact they create and cut the losses from the “wasted” impressions.
Stay tuned for the final five media measurement commandments. I bring you part 2.