Everyone\u2019s an expert in two things, their own job and advertising. Everyone has a point of view and at a time when we all have a social media presence it\u2019s easy to confuse that with being an expert.<\/p>\n
Expertise has unfortunately become devalued; the prevailing sentiment is that my view is as important as the next man\u2019s even if I\u2019m prepared to accept that I know little about the topic in question.<\/p>\n
Take the measurement of audiences. It\u2019s easy to have a view on what we want; it\u2019s far harder to persuade others and it\u2019s even harder to come to a deliverable solution.<\/p>\n
Video ads on Facebook, YouTube and others are consumed differently from ads on a TV set. There\u2019s a view that they should be measured differently.<\/p>\n
There is also a case that all video, including TV on a TV set should be measured through one system. After all a planner needs to be able to compare and contrast, a process that goes beyond counting eyeballs to take in such as engagement and impact.<\/p>\n
Inter-media decisions are under the microscope and so the cry goes up for one all-encompassing measurement system.<\/p>\n
It would be helpful if those doing the crying-out found the time to debate their opinions with other experts. This is not an easy thing they\u2019re demanding; delivering to it will involve give and take and compromises.<\/p>\n
Last week at the asi Conference in Nice the closing panel discussion was entitled: \u2018Who really needs a total video currency\u2019.<\/p>\n
On the panel was one moderator, one advertiser, two broadcasters, YouTube and Facebook. No agencies.<\/p>\n
This was a shame as the agencies clearly have a point-of-view, and aren\u2019t afraid to share it. GroupM\u2019s excellent \u2018The State of Video\u2019 concludes: \u201cThe goal is obvious: who watched what, where, for how long and on what device. This means an apples-to-apples comparison, a basic building block to assess relative value. The ideal would be a universal, any-screen, respondent-level method with automatic content recognition. The volume of connected devices already deployed seems sufficient to make this a reality, if only the industry would unite to get behind it, as it has to meet past challenges\u201d.<\/em><\/p>\n Calling for something is easy; debating it with other industry parties (not all of whom might share the same view) with the aim of uniting, is harder.<\/p>\n Which brings me back to experts. Creating wonderful, inspiring advertising is a great skill, AI or no AI. Recognising such a skill at an early stage takes experience and expertise.<\/p>\n The once-famous JWT copy test, given to all aspiring copywriters, once asked those taking part to describe a piece of toast to a Martian in ten words or less.<\/p>\n One contestant wrote: NGTFV KLOWS HQWRT JKWYT ZEFYQ PTUVX (apologies if I\u2019ve misquoted; it was a while ago).<\/p>\n Asked to explain, he said that he had naturally written his answer in Martian.<\/p>\n Stick that up your algorithm and smoke it.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Everyone\u2019s an expert in two things, their own job and advertising. Everyone has a point of view and at a time when we all have a social media presence it\u2019s easy to confuse that with being an expert.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/posts\/979"}],"collection":[{"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/comments?post=979"}],"version-history":[{"count":2,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/posts\/979\/revisions"}],"predecessor-version":[{"id":981,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/posts\/979\/revisions\/981"}],"wp:attachment":[{"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/media?parent=979"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/categories?post=979"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bjanda.com\/blog\/wp-json\/wp\/v2\/tags?post=979"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}