A Google ad research executive made a pitch Tuesday to use digital metrics as the jumping-off point to build a cross-measurement platform that includes TV and mobile usage.
“We need to build a completely different system that takes the power of digital and takes all media and makes it more effective … The biggest waste is we can’t optimize across media,” said Google’s Jeffrey Graham, director of advertising research for the Americas, at the Advertising Research Foundation conference.
The digital arena comes with loads of granular data, ranging from consumption to emotional feelings about brands and purchase intent with applications for other media, said Graham.
“We need to build on top of online data and build a single-source model,” he said -- which can provide insight into consumer behavior and help inform TV and other media buying.
Graham argued that the TV model of use ratings points, which offer an indication of impressions, is largely meaningless without a link to business results. (Some might argue that digital measurement fails there, too.)
“To treat the rating point as a stable measurement of value is like putting all your 401(k) in the drachma,” he said. That might be problematic, since a struggling Greece continues to use the euro. If it exits that arrangement, then the would-be mistake Graham alleges might be possible.