What’s the one is­sue you want to solve in 2016?

JEREMY O’BRIEN, COM­MER­CIAL DI­REC­TOR AT TVNZ

New Zealand Marketing - - The Change Issue -

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.

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