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For CMO Professionals

The Future Of Media Measurement

Preparing For A Convergence Of Measurement Across Channels

January 15, 2010

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Authors

  • By David M. Cooperstein
  • with Kim Le Quoc,
  • Jean-Yves Lugo

Why Read This Report

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.

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Table of Contents

  • Media Measurement Is Mired In Channel Silos
  • Both Internal And External Forces Catalyze Media Measurement Change
  • Cross-Media Measurement Convergence Is Coming
  • Preparing For Media Measurement Convergence
  • WHAT IT MEANS

  • Reinventing TV Advertising Along Internet Lines
  • Supplemental Material
  • Related Research Documents