Great post here from the Mediapost Online Metrics Insider blog. Written by Josh Chasin, who is the chief research officer at comScore, Inc. in the U.S. it looks forward to what might happen in 2010 around online measurement and how that might expand to include wider media channels.
The articles touches on 3 subjects of great interest to me, as follows.
The symbiotic relationship between panel-based audience measurement and web analytics and how these two aspects will continue to overlap and benefit the overall objective of obtaining accurate data.
Secondly, the benefits of using online as a brand-building tool. Whilst I am surprised that there is still skepticism around using online for the purposes of effective brand-building, I see this as an engaging challenge and one that will surely develop rapidly in 2010.
Thirdly, the importance of cross-platform measurements. How do we equate digital measurements to other metrics such as TARPs? Should digital be looking to move closer to these models in order to offer advertisers more value, or should other media be moving closer to digital? This side of things will only become more important as mobile take up continues to grow at such a huge rate.
A fascinating find in this article is the exercise conducted by the Washington Post in 2007 (Violinist Joshua Bell played incognito in a Washington Subway), which was “an experiment in context, perception and priorities”, according to writer Gene Weingarten. How important is contextual relevance? Do we only see something of worth if it is in the right setting?
Do you have time for beauty?