Over Coming the Challanges of Cross Media Measurement
From our experience there are two key challenges to effectively scale the measurement of cross-media advertising performance: ensuring industry adoption and creating an operationally scalable solution.
To create acceptance of our new measurement approach we must create demand. For example, a key adoption strategy that we recommend to cable and satellite operators who want to provide Set Top Box Data, is not only to provide data in its “raw” form – as Tivo does today with Stop||Watch™ – but also in the context by which marketers and their agencies would evaluate advertising performance. By providing STB data in the context advertising success, we can offer a sophisticated way to empower industry participants with a turn-key solution that ensures data is being consumed effectively. This strategy would allow for buyers and sellers to understand the value of our measurement approach by showing it in an appropriate context.
The create an operationally scalable solution, we must be able to deliver the measurement approach to hundreds of advertisers, agencies, and media companies that can use this measurement at the same time in near real-time. The answer is using technology to manage the workflow associated with data collection, processing, management and reporting and visualization. That is having an end to end reporting platform that is automated as much as possible to deliver this measurement back to the industry in a repeatable, scalable way.
Both these challenges can be overcome as we have seen done in the online world. We need to start by scoping what we want to see from our new measurement approach and identify the best solution to achieve that goal.
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