Fragmenting media and metrics make measuring cross-channel video “one of the biggest challenges we face”, according to Frontier Australia’s commercial director Dan O’Brien.
But the indy media shop believes there remains a universal metric: Did ad spend increase sales?
“Going from a typical linear TV measurement conversation to cross-platform brings with it some substantial challenges,” O’Brien told MCN’s PartnerFronts.
“How do we attribute budgets; how do we understand whether we are doing it correctly; are we following the way consumers move through a typical programme across platforms?” he asked.
Clients, while “moving at different speeds”, are “starting to understand where [multiscreen video planning] is moving, which is important,” said O’Brien. “All clients,” he added, now recognise that “TV and digital [planning] conversations can no longer be held in isolation”.
That represents progress, but “we are not yet at a point where we can have that conversation with one [comparable] metric”, O’Brien acknowledged.
Therefore, “the only metric that we can append to all platform is sales and business outcomes”.
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