It’s a world in which more\u00a0data can be measured than ever before – and marketers are on the cusp of being able to thread them all together. But, just because they can’t quite yet,\u00a0they shouldn’t be hard on themselves.\u00a0That was the view of panelists convened at an industry discussion.<\/p>\n

“There are too many areas that we can measure,” said\u00a0<\/span>GroupM Connect\u2019s north America chairman John Montgomery.<\/span>\u00a0“There\u2019s almost infinite sources. There\u2019s new things all the time.<\/span><\/p>\n

GroupM’s Modi Media president Mike Bologna agreed it is stressful trying to keep up with all the new measurement criteria.<\/p>\n

These days,\u00a0fraud, viewability, reach and frequency have all joined click-through as barometers for assessing campaigns.<\/p>\n

But OMD chief digital officer Ben Winkler urged peers to strip back a little. His company uses a single metric,\u00a0<\/span>CPVM (Cost Per Valuable Impression).<\/span><\/p>\n

“Instead of finding the magic bullet, we\u2019ve combined metrics in to one,” he said. “<\/span>The more we make it like rocket science, the less it works.<\/span><\/p>\n

“If we want to do this right, we simply ask our clients – \u2018what do you see as success?\u2019 You’ll be amazed at what they tell you \u2013 it’s plain English. They’re not talking about digital micro metrics. They\u2019ll say, ‘I want to make sure you\u2019re showing my ad to a real person in the right place and not too many times’. I can explain that to my mom!”<\/span><\/p>\n

They\u00a0were\u00a0questioned by\u00a0Tobi Elkin.<\/span><\/p>\n

 <\/p>\n

This video is from\u00a0Media Future Conversations 2015: Unblocked – Valuing Human Attention In A Content-Driven World<\/a>, an event\u00a0presented by true[X] in association with\u00a0Beet.TV \u00a0Please find more event videos here.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

It’s a world in which more\u00a0data can be measured than ever before – and marketers are on the cusp of being able to thread them all together. But, just because they can’t quite yet,\u00a0they shouldn’t be hard on themselves.\u00a0That was the view of panelists convened at an industry discussion. “There are too many areas that […]<\/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":[5287,5265,3706,3773,4511,5256,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/36099"}],"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=36099"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/36099\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=36099"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=36099"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=36099"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}