Opening one of the sessions at last November\u2019s asi Conference in Nice, Richard Marks (who, with Mike Sainsbury does a sterling job putting the event together each year) made the point that he has never known a time when the politics of measurement is so all-pervasive.<\/p>\n\n\n\n
He\u2019s right \u2013 and it is disturbing.<\/p>\n\n\n\n\n\n\n\n
The job of any advisor must be, first and foremost to do the best for his or her client. \u2018The best\u2019 doesn\u2019t mean simply telling the client what he or she wants to hear, nor is it ignoring the harder road in favour of the short-cut.<\/p>\n\n\n\n
And yet this happens increasingly often, even within what was the hermetically sealed world of audience measurement.<\/p>\n\n\n\n
Delivering \u2018the best\u2019 involves honesty and integrity.<\/p>\n\n\n\n
Take the issues over the years of the social media platforms. I don\u2019t believe anyone seriously believes some of the audience measurement claims made by the largest players. No-one really thinks that a 1 or 2 second commercial message can do anything beyond the most basic reminder job. No-one believes that campaigns using social media channels aren\u2019t influenced, for good or ill by brand messages appearing outside the magic SM circle.<\/p>\n\n\n\n
No-one believes these things because of experience \u2013 all the evidence we\u2019ve accumulated over the years.<\/p>\n\n\n\n
So why do we seriously even consider that these things might be true?<\/p>\n\n\n\n
It\u2019s a combination of FOMO (fear of missing out) and the attraction of big numbers which are neither properly explained nor fully understood by so many of those doing the buying.<\/p>\n\n\n\n
It\u2019s an updated version of what used to be known as \u2018Chairman\u2019s Wife Syndrome\u2019. As in: \u2018The Chairman\u2019s wife reads the Daily Mail religiously, we need to advertise there. I don\u2019t give a fig for targeting, numbers, cost, effect \u2013 just do what I ask\u2019.<\/p>\n\n\n\n
Now we have \u2018CFO Syndrome\u2019. As in: \u2018Don\u2019t give me all that fluffy research theory, just look at the humungous numbers those nice people at the platforms have given me and place the order\u2019.<\/p>\n\n\n\n
Take an initiative like ISBA\u2019s Origin, of which I\u2019m known to be a fan.<\/p>\n\n\n\n
Forget the politics for a moment and consider what the industry needs.<\/p>\n\n\n\n
In an increasingly complicated world, a missing piece is for a cross-media (cross-media, not cross-video, or cross-platform) measurement framework to help in decision making.<\/p>\n\n\n\n
Audience measurement has always been paid for by the seller.<\/p>\n\n\n\n
No seller can be expected to fund a measurement system over which he does not exercise control.<\/p>\n\n\n\n
The major beneficiary from a cross-media system is the advertiser.<\/p>\n\n\n\n
Thus, the advertiser should fund any cross-media system.<\/p>\n\n\n\n
Put all of these factors together and what you have is Origin.<\/p>\n\n\n\n
So why is it so controversial, such an issue for existential debate and discussion? Is it because of concerns over how best to undertake the project? I don\u2019t think it is.<\/p>\n\n\n\n
The reason is politics, and an ideology that hates anything that cannot be controlled and is thus perceived to be a risk.<\/p>\n\n\n\n
Whether it\u2019s right or wrong long-term, the feeling exists that we can\u2019t support any innovation in case the short-term results might not suit us.<\/p>\n\n\n\n
This is narrow thinking undertaken by those who have the answer before the question has been asked.<\/p>\n\n\n\n