GroupM chief investment officer Seb Rennie says the ad industry must step up efforts to find ‘true’ measurement metrics in order to ensure client dollars are delivering promised returns.
Speaking at MCN’s Homefronts, Rennie predicted “huge disruption” in 2017, which would necessitate GroupM “to pivot our scale into agility”.
Successfully navigating that disruption will require smarter use of data – both that of clients and that of the media, said Rennie.
Measurement data will be equally critical to ensure return on investment for clients and to address ad fraud and viewability issues, he added.
“Measurement is at the forefront [of those challenges]. There are so many different ways of measuring media that, as an industry, we need to put a lot of effort into finding ‘one truth’,” said Rennie. Only then will agencies and clients “really understand what our investments are delivering”, he suggested.
Delivering one ring to bind them all over the next 12 months was like asking industry to try to “boil the ocean”, Rennie accepted. However, he believes “significant steps in the right direction” can be made in 2017.
See the previous vox pop's from MCN below:
Vox Pop: Match Media: 2017 all about shifting product
Vox Pop: Joy's Nicole Milward on chasing rainbows and new shiny things
Vox Pop: Ritson-gate could sway 2017 channel spend
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