21st century measurement for 21st century communications
Despite the widespread adoption of digital media platforms for both media consumption and purchase behavior, the majority of global media executions adhere to the legacy planning and assessment metrics of TRPs/Reach/Frequency. The ongoing predominance of these principles inhibit innovation, exploration, development and stifle risk-taking.
It’s time to move the game on, to enable measurement on newer, bespoke, more apt measurement attributes, where outcomes, outputs and actions carry greater weight and are accorded preeminence in the assessment canon.
Join us and our friends & colleagues from Kantar to debate the pitfalls and possibilities of redefining what ‘good’ can look like.