What’s the one issue you want to solve in 2016?
JEREMY O’BRIEN, COMMERCIAL DIRECTOR AT TVNZ
When Ernest Rutherford split the atom he set in motion a chain of events that transformed the way the world looked at and utilised energy. The collision of particles symbolised new beginnings, a pioneering frontier that opened up a whole world of before unimagined possibility.
In 2016, I hope the momentum from another major collision will send ripples through the media and marketing industry: redefining the way we work.
The collision I think the industry so desperately needs is the collision between the currency, measurement and data we use for audiences.
For too long the industry has struggled with misaligned currency (tarps versus measurement), misaligned definitions of audiences (people versus browsers) and misaligned standards across the methodologies to capture and report who is watching what and when.
Wouldn’t it be great if we had one common base measurement unit across all media? We could then easily and transparently compare the number of unique people that our messages were reaching and the speed at which that reach was being delivered.
Even better, imagine a world where as an advertiser you could accurately follow actual people across media formats. That would help you avoid unnecessary duplication of your messaging.
When it came to paying for your media, wouldn’t it be refreshing if all media traded on one currency, a bit like the Euro? That’d make it easy to quickly compare the relative price you were paying. You wouldn’t have to do complex currency conversions to understand if that $200 cost per target audience rating you paid for TV video was actually more or less than the $20 cost per thousand impressions you paid for online video.
Let’s get the basics right and establish a common currency and common measurement. I’m pleased to say the industry is working together and putting this issue under the microscope. I reckon cracking this open will give us a new energy in 2016.