One of the things that has appealed to advertisers about the internet since the first dotcom boom has been its global scope. It allows them to communicate with markets around the world as easily as they previously could their domestic audiences. And as we see TV, radio and mobile all using the internet as the medium to reach a worldwide audience, the importance of the internet as a global medium will only grow. But as an advertiser, how do you assess reach across continents?
In a world of increasingly fragmented audiences and segmented media habits, census information becomes key for planning communication, as it is able to identify traffic across geographical regions at an individual unique browser level. Equally important is that advertisers have a universally recognised set of principles to work with, underpinned by local verification that these principles have been met. That means advertisers, agencies and media owners can be confident that they are basing their commercial decisions on sound data that meets an internationally recognised benchmark of transparency. Read more »
The digital world is becoming increasingly fragmented. Rather than relying on one source of information audiences are dipping into an increasing variety of content across an ever-growing number of platforms, and there’s no sign of that fragmentation stopping. In an online world there’s no way an individual company can survive in isolation; from the systems that drive websites to the way ads are served, the way to make money these days is to create partnerships, whether that’s with other companies or with consumers. And the most effective way to build partnerships is through trust. Read more »
Trust is vital if the online advertising market is to reach its full potential; as the buying process shifts towards using automated decision-making, advertisers expect to have confidence in online ad trading systems. One argument against online automated ad-serving technology is that it brings inherent risks in terms of the content with which ads can appear. There are solutions on the market, such as Content Verification (CV) products, which seek to ensure ads are served in accordance with the buying instructions and only appear alongside content deemed acceptable by the advertiser. Read more »
I recently attended BARB’s very constructive presentation on the future of cross-platform TV measurement, where they announced the establishment of the Measurement Sciences Forum. The new forum is a great initiative from BARB to ensure focused industry debate around the development and evolution of an important area for the future of TV advertising.
The TV industry is going from strength-to-strength and growing into new areas such as online, mobile, set-top boxes and personalised TV consumption. With such rapid growth comes the demand for a new set of metrics that can act as a trusted source of measurement for both media owners and buyers. The opportunities in digital have given rise to a large number of different and disparate methods of measurement. It is our responsibility as an industry to come together to develop an industry-agreed set of measurement standards so that the media world can be confident in the data on which they trade. Read more »