Always On: Advertising, Marketing, and Media in an Era of Consumer Control (Strategy + Business) by Christopher Vollmer & Geoffrey Precourt

Author:Christopher Vollmer & Geoffrey Precourt
Language: eng
Format: mobi
Publisher: McGraw-Hill Education
Published: 2008-03-24T18:30:00+00:00

THE DEMAND FOR METRICS

As unsophisticated and unreliable as the traditional media measurement approaches may have been, they did provide standards and currencies that enabled marketers, buying agencies, and media companies to transact business. Today, however, this imperfect equilibrium no longer works because marketers are demanding more effectiveness and efficiency from their media buys. Digital media are reaching critical mass with consumers. And the promise of more granular (even real-time) data capture of consumer response to advertising is tantalizingly close to realization.

The transition to a new kind of advertising metric has had several consequences. First, the proliferation of media and the fragmentation of audiences have rendered the traditional currency of advertising—audience exposure or "reach"—a much less compelling measure of media value than it was before.

Second, the prospect of new metrics has contributed to the popularity of digital media among advertisers. The data and metrics provided by digital media potentially fulfill

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