Comments on: Media Man Slams Media Numbers Shock

By: Brian Jacobs & Associates | BJ&A » Media, Market Research, Advertising

Tue, 11 Mar 2014 11:21:29 +0000

[…] readers will remember Colin Gottlieb of OMG also criticising the industry’s media metrics last year. So Sue and Maarten are most certainly not alone; and of course all three have a point – […]

By: Brian Jacobs

Brian Jacobs — Tue, 16 Jul 2013 17:28:01 +0000

Hi Colin (and Toby and Richard).
I agree with Colin that this is not easy – and I also agree with him that change is coming. But if the agencies want to move the game on from price alone (and I’m not sure that everyone in agencies does want that) then, as I say in a later blog on procurement, they are going to have to demonstrate that ‘value’ can encompass ‘quality’ or some other metric. They are going to have to work with procurement specialists, auditors and the rest as opposed to taking a confrontational approach to those whose job it is to measure media agency output and performance.

By: Colin Gottlieb

Colin Gottlieb — Tue, 16 Jul 2013 16:13:29 +0000

Hi Brian. Far from being an easy target, establishing new metrics for today’s complex and real time media world (and how they link to a client’s brand and business KPIs) is a considerable nut to crack. The question posed by Media 360 was whether UK (media agency) preeminence was under threat from other markets. My point was rather than just other markets, a significant challenge to the position of UK media agencies was from the continued use of increasingly archaic media metrics. Because there’s a growing disconnect between the general UK media environment which continues to be one of world’s fast moving and digitally rich, and the way media agency performance generally continues to be measured using price inputs which haven’t changed since I was a trainee. With 50% of all search queries already from mobile devices (and with wearable devices this will soon increase to 80%+), the one thing Richard we want more is change. And in this rapidly changing (and exciting) “real time” world, change there will be. Thanks for picking up the story.

By: Richard Bedwell

Richard Bedwell — Thu, 04 Jul 2013 17:27:04 +0000

The one thing that is wanted least is change because if it happens (and it does occasionally)then valid comparisons with the past disappear and trends are blown out of the window. With them goes any ability to ‘prove’ to the client that buying is better than ever before and improvements are happening.
Consistency is king when it comes to media measurement and consistency is the enemy of change. And so, of course, is spending more money to aid that change.

By: Toby Hayward

Toby Hayward — Thu, 04 Jul 2013 13:46:51 +0000

Or as Sir Henry Rawlinson said, “I don’t know what I want, but I want it now!”

By: Media Man Slams Media Numbers Shock | asi - Advertising seminars and conferences for European media advertising and marketing

Thu, 04 Jul 2013 09:46:11 +0000

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