In a\u00a0media world fast moving to a fragmented array of multi-screen consumption, advertisers are racing to measure holistic consumption – and the effect of multi-screen ads.<\/p>\n

But are they asking the right questions?\u00a0OMD chief digital and innovation officer Ben Winkler doesn’t think so, and he’s got a better idea.<\/p>\n

Winkler says the history of online ad measurement has been about publishers responding to game ad formats introduced by agencies and tech firms – whether it be the rise of publisher click farms as a response to click measurement, or of auto-playing videos as a response to the preponderance of video views.<\/p>\n

“We come up with a new measurement every couple of weeks.\u00a0Clearly this is not working out,” he says. “The question we have been asking is wrong. The question we\u2019ve been asking is, \u2018What measurement most represents performance for my client?\u2019 That\u2019s not right.<\/p>\n

“The correct<\/em> question is, \u2018What measurement would best encourage publishers to deliver advertising that helps my client succeed?\u2019”<\/span><\/p>\n

Winkler proposes a solution that goes like this –\u00a0publishers should gather their finest minds in a room to field-test new ad formats. If the format is still standing and\u00a0serving both parties\u00a0after a weekend, that format is a winner – if not, it should be discarded, lest the merrygoround\u00a0continue.<\/p>\n

“Make it a hackathon,” Winkler reckons. “Force them to come up with those ideas.\u00a0<\/span>If they can\u2019t game it in 48 hours, maybe we\u2019re on to something.\u00a0<\/span>It\u2019s doable if we change our mindset.”<\/span><\/p>\n

 <\/p>\n

We interviewed\u00a0him at Media Future Conversations 2015: Unblocked – Valuing Human Attention In A Content-Driven World<\/a>, an event\u00a0presented by true[X] in association\u00a0in association with\u00a0Beet.TV \u00a0Please find more event videos here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

In a\u00a0media world fast moving to a fragmented array of multi-screen consumption, advertisers are racing to measure holistic consumption – and the effect of multi-screen ads. But are they asking the right questions?\u00a0OMD chief digital and innovation officer Ben Winkler doesn’t think so, and he’s got a better idea. Winkler says the history of online […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5464],"tags":[5265,4511,5256,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35883"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=35883"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35883\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=35883"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=35883"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=35883"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}