MIAMI \u2013 It\u2019s not just the television industry that\u2019s undergoing massive change as linear slowly cedes to other viewing options. Marketers, meanwhile, must embrace new forms of measurement as table stakes in their efforts to keep pace with that change.<\/p>\n
For both, the question becomes \u201cHow can we enhance the speed of change,\u201d says Matt Spiegel, Managing Partner at MediaLink<\/a>.<\/p>\n Thus the strategic advisory and business development firm grounds its marketer clients in a basic reality.<\/p>\n \u201cWe often say that if you\u2019re going to participate in new things, you\u2019re going to have to start with new measurement models,\u201d Spiegel says in this interview at the recent Beet Retreat Miami 2017<\/a>. \u201cWhat a lot of marketers are going through is what often is called the precision marketing journey.\u201d<\/p>\n That voyage begins with accepting that measuring reach and frequency and exposure \u201cis not going to be the sufficient metrics of the future in order to try new advanced things,\u201d Spiegel says.<\/p>\n The new media world values a much more complex list of things. \u201cThat transition is semi easy to say and very hard to do.\u201d<\/p>\n Choices must be made on the TV side as well. A major challenge common to traditional broadcasters is that their revenue streams \u201care much more finite and refined\u201d than newer players like Amazon, Facebook, Google and Netflix.<\/p>\n \u201cThey benefit from seeing the creation of content and monetization, i.e. the ad business, the media business, being a secondary or tertiary revenue stream to their core business,\u201d Spiegel says. \u201cThat has a huge implication for how you think about the economics of funding content development and the decisions you\u2019re able to make in that business.\u201d<\/p>\n The question for big, traditional broadcasters: what is the role they think they can play? Do they use other companies\u2019 technologies, go direct to consumer, try to handle their monetization options?<\/p>\n \u201cI think there\u2019s a future where not everyone that\u2019s premium, high-end content creators will be in the ad sales or ad monetization business,\u201d Spiegel adds. \u201cThey\u2019re likely to choose other partners to help with that potential piece of the pie. That\u2019s years out there. But I think those are the plates that have to shift.\u201d<\/p>\n