Giving people choices when it comes to television advertising sounds pretty straightforward, but it\u2019s complicated by the fact that many viewers want an effortless experience. \u201cThis is why voice activation is working so well, because it\u2019s actually the only thing easier than picking up a remote and pressing the buttons,\u201d says Ben Winkler, Chief Investment Officer at OMD.<\/p>\n

So while Winkler believes creating a good consumer experience will yield good returns for advertisers, he\u2019s \u201cnot as bullish on that as I\u2019d like to be because I kind of feel that most media is still consumed on a passive basis, and people just don\u2019t want to have to make any effort whatsoever.\u201d<\/p>\n

In this interview at the recent Beet Retreat<\/a> in the City, where Winkler was one of several moderators, he also identifies the key challenge of measuring TV ad ROI in response to questions from Beet.TV contributor Ashley J. Swartz, who is CEO of Furious Corp.<\/a><\/p>\n

According to Winkler, accountability and integrity of data take a back seat to inconsistency. He likens it to what happens to evidence in the police world. \u201cThat chain of custody just does not exist. Each piece of data is in a different language, so they just simply can\u2019t connect from piece to piece to piece,\u201d Winkler says.<\/p>\n

Consumer choice was one of the key topics as hundreds of Beet Retreat attendees gathered at the Luce Auditorium at Meredith Corporation in Manhattan for an event titled Television Advances as Consumers Choose. After a welcome from Meredith Video SVP Andrew Snyder, the sharp-witted Rob Norman took to the stage as moderator and quantified his own attention span now that he\u2019s retired from GroupM. \u201cMy girlfriend told me not to look out the window all morning, because you\u2019ll have nothing to do in the afternoon.\u201d<\/p>\n

<\/a>