Asked to envision the brightest future for TV, Outfront panelists all pointed to a more effective and quantifiable way to measure the medium’s aggregate impact on consumers. It’s about
“connecting ad dollars to backend” consumer behavior, said Brian Hughes, VP, Director of Audience Analysis at Magna Global. Indeed, the TV marketing ecosystem needs more
“visibility,” in the words of Colleen Fahey Rush, Chief Research Officer at MTV Networks. To that point, it’s about “understanding consumers’ complete relationship with
[advertising] and how that carries all the way through to purchases and what it does for the advertiser on the backend,” said Judy Vogel, Director of Insights and Analysis at Media Storm. Put
one more way, the brightest of futures would involve “the ability to truly measure the value of TV,” added Jack Wakshlag, Chief Research Officer, Turner Broadcasting.
