23 MEDIA INSIGHTS
SPEND & TRENDS REPORT
“All these signals that are coming in, someone’s got to integrate that information into something that management can make sense of.
This community is integrators of information- taking data and signals from lots of different places and converting them into insights for management, which can mean they’re also involved in strategy. Top corporate people are actively trying to figure out either allocations within campaign planning . The folks who are running these organizations are doing their best to understand the granularity of measurement and effects on the level of attention and how to provide some of that attention to advertisers in a way that allows for true communication without much disruption. One note on measurement and attribution . This, of course, is a huge issue. We are completely in favor of independent measurement. But the fact that it’s independent doesn’t mean that it’s easy. Attribution still remains
very, very complex and imprecise. So my own counsel usually is to not bet the farm on any single bit of information about that. And of course the risk of the misunderstanding of attribution is that you prioritize the most recent action. It comes with a bias toward last click, with a bias toward transactions, and that can be a real liability for some companies because it’s at odds with building brand equity.
Scott McDonald President & CEO Advertising Research Foundation
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