Terry Kent

Articles by Terry All articles by Terry

• Divining Media's Future From Ad Investments Made Today in Metrics Insider on 09/23/2014
  

  Wall Street investors call it "momentum investing": the strategy of placing bets on trends already taking shape, in the assumption that those trends are likely to continue and influence events moving forward. It's a concept that could help divine the direction of media and advertising. Current ad expenditure trends serve as a valid basis in applying "momentum investing" theory to media. Ad money being spent today will undoubtedly influence what is likely to occur moving forward. So using the most recent full year data on U.S. ad expenditure from Kantar Media, what does the concept of "momentum investing" suggest about the direction that media content production and consumption might take?

• The Measurement Problem in Metrics Insider on 10/23/2013
  

  It is a paradox that measurement, a discipline so predicated on objectivity, can sometimes be so subjective. Measurement has long been a subject of debate, not so much for how it should be conducted, but because of what it truly means.The basic debate surrounding "the measurement problem" -- a term that arose among the great physicists of the early 20th century -- is the question of whether measurement is a "mirror" reflecting an independent existing external reality. Or is it a "veil of perception," shaped by the prejudices of the viewer?

• Cross-Platform Measurement And The Heisenberg Uncertainty Principle in MediaDailyNews on 10/22/2012
  

  Will the very act of observing viewers as they migrate across platforms change the nature of media itself? There is scant analysis as to what impact successful integrated media measurement might have on the evolution of advertising, content and platforms.

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