Why Read This
Marketers can't see value in multichannel marketing until they can measure it. TV spending is still the biggest above-the-line expense, even as Internet usage increases and mass media audiences fragment. Yet 65% of marketing leaders think Internet measurement is more useful than TV measurement. The ecosystem in measured media — media planning and buying agencies, media companies, and measurement vendors — as well as marketers themselves, has entrenched practices that don't deliver effective accountability. But change is in the air, as online video sparks the need for interactive measurement practices to cross over into television and vice versa. In time, the measurement of TV advertising will become more like that of interactive marketing, and branding will be held to the stricter accountability of direct marketing.