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Global Advertisers Launch Drive to Establish Cross-Media Measurement Principles
Liz Unamo| 6 de octubre de 2019
Stephan Lorke
An advertiser-focused group has launched a global initiative designed to make the advertiser voice heard on the topic of cross-media measurement. At the core of the ‘Cross Media Working Group’ is the WFA and key advertisers from WFA’s Global Media Board, including EA, Mastercard, P&G and Unilever. The effort is being driven, arm-in-arm, with some of the key advertiser associations from WFA’s network that have been driving change in the way media is measured in their markets. This includes the ANA (US) and ISBA (UK), both of which are working on their own respective measurement initiatives. Also included are ACA (Canada), OWM (Germany), Swedish Advertisers, Union des Marques (France).“Meaningful cross-audience measurement represents a step-change for marketers in understanding the impact of their marketing investment. But with great promise comes great complexity so there are many challenges to work through. Our first goal is to identify the global principles that can help accelerate the adoption of cross-media measurement, enabling more individual markets to adapt a common platform while also reflecting local market custom and practice” said Stephan Loerke, CEO, WFA.
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