Background : Who benefits?
Holistic measurement benefits…
The media by enabling deeper understanding of how their increasingly sophisticated, multi-channel offerings are consumed. Additionally with so many business plans being developed with ad budgets in mind, helping marketers to justify and therefore defend their budgets is good news all round.
Advertisers; as larger sample sizes enable more sophisticated target audiences and, crucially, through relating media exposure to purchase behaviour enables improved demonstration of ROI.
Agencies; as it offers potential for competitive advantage, providing the agency in question applies their creative minds to making the most of this incredibly valuable and flexible data source. It also enables them to operate more efficiently on behalf of their clients if targets and media options are better understood.
Consumers; this approach provides us with a common currency to ensure that the right people receive the right information at an opportune and welcome moment. In doing so it helps us to give our existing and potential consumers the respect they deserve.
