Commentary
No Matter How You Add It Up, Cross-Platform Measurement Is In Demand
- by Jane Clarke , August 25, 2020
If there was any doubt as to what tops the television industry’s agenda, consider the number 16.
That’s how many different initiatives are currently underway to find the industry’s Holy Grail: true cross-platform measurement.
Actually, that may be only part of the total. Globally, and perhaps even in the U.S., …
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Agreed, Jane. But it's vital that whatever measurement that is developed must be both practical to execute as well as focused on "viewing" ---not merely that the device is displaying editorial content---or ads---on its screen. The danger is that we may fall into the trap of expediency. Device usage data is universally available whereas eyes-on-screen measurements ---while possible for in-home TV may not be easily aplied to out-of-home TV as well as digital platforms in any location. This could lead us, in our haste to develop something, to postpone the quest for meaningful "viewing" information and go the easier route---device usage. In which case we will be faced with all sorts of contradictions and difficulties in interpreting the data.
Cross-media measurement and selling is by no means a simple task. And Jane is correct about the disparate efforts going on to solve cross-platform measurement. It does feel like there are 16 chili contests and the contestants have years to submit their dish. Each submission has multiple cooks and each contest will declare their winner to be the world champ. Meanwhile the smart ones aren’t waiting for multiple recipes.
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