January 25, 2023
Initial 'Outcomes Measurement' Findings: It's The Data, Stupid
- by Joe Mandese @mp_joemandese, March 18, 2021
The Media Rating Council (MRC) this morning unveiled initial findings of an ambitious initiative to establish an industry standard for “outcomes” based measurement and its conclusion may be that there is no single method for measuring it.
Instead, the MRC said it will likely shift gears to focus on the …
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A very verbose memo concluding that Garbage in, Garbage out.
So long as media measurement is based on OTS..."Opportunity to See" our audience measurement data/advertising exposure inputs will be garbage....grossly exagerated. We are so far from cross media attribution that it is shameful. Its 2021 and The Emperor Wears No Clothes.
Brian Jacobs' blog today https://www.bjanda.com/blog/media-far-too-important/
tells the story of a media director in the 60's who had a framed quote from the McDonald’s CMO on his office wall. It read: “Media is far too important to be left to media people.”
Sixty years later a recent Gartner study found that Media planning and buying skills was the least important of the Marcom attributes Global CMOs value. https://faris.medium.com/brand-is-a-strategy-c2bbd1907c47 .
Media as an investment remains opaque all these years later, and the blame sits squarely at the feet of the advertisers who have been unwilling to finance media research and left it in the hands of the media sellers whose interest lies in exageration for commercial gain.
Attribution, let alone cross media attribution, let alone Media ROI, is and has been for 60 years the single largest issue facing the media community, and tragically we are no farther ahaead than we were when Nixon was President.
Well said Mark. We attempted to convince people that conversations about online reach and frequency equivalency would soon be moot. That was twenty five years ago, and I'm still dealing with people who can't handle the lack of R&F metrics for digital media. Which I believe creates a great opportunity.