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Brian Katz From Eyeview: Skepticism Around Measurement
Liz Unamo| 19 de abril de 2017
Para Katz, existe un escepticismo exagerado alrededor de las mediciones
Brian Katz, VP of Advanced TV, Insights and Strategy at Eyeview, wrote an article on the portal of the Association of National Advertisers (ANA) titled: Can Traditional Measurement Tools Hack it in the Age of Digital Video? in which he deals with the disconnection that exists between technology, the advertising industry, and audience measurement. “Technology is evolving at a record pace and the consumer has access to this content across more screens and platforms than ever before. The viewer is now in control and the industry’s challenge is to keep up with them and anticipate their next move in parallel with the next tech platform. but there is a problem” he said. The problem, according to Katz is that measurement can’t keep up with this consumer behavior or with the rapid advancement of tech. But he warns that “all this commotion is about content ratings — it has nothing to do with measuring ads in this content.” And although progress has been made, there remains an industry desire to unify approaches. Both networks and agencies have their own proprietary methodologies on how to best target and optimize ad campaigns for results but there is still a bit of a ‘black-box’ approach.Katz feels there is exaggerated skepticism around measurement and the idea that advertising is at risk and is no longer effective is wrong. Data from CBS and others show the contrary, consumers are letting ads play on their mobile devices. What is important in the equation is creative. Research conducted by Ipsos has shown that 75% of an ad’s ability to leave brand-linked memories is due to creative.
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