ComSco re re­port out­lines isues fac­ing digital

Newspapers & Technology Magazine - - Contents - ▶ by kirSTen STa­pLeS Con­tribut­ing Writer

These days, just about ev­ery­thing is done dig­i­tally. Con­sumers can pay their bills, com­mu­ni­cate, shop and more, all through a digital source. There­fore, it should come as no shock that media con­sump­tion is tak­ing a deep plunge into the digital age. With that plunge come new chal­lenges. A 2017 re­port by comS­core lists the top 10 burn­ing is­sues in digital and the im­pact they have on media con­sump­tion.

Digital and TV

Num­ber one on ComS­core's list is clos­ing the di­vide be­tween digital and tele­vi­sion. Cur­rently, mea­sur­ing the con­sump­tion of digital and TV media is done quite dif­fer­ently. In­con­sis­tent meth­ods in the way these chan­nels are stud­ied cre­ate some­what un­re­li­able data.

“Con­sis­tency and com­pa­ra­bil­ity in re­port­ing met­rics—such as reach, fre­quency, and de­mo­graph­ics—are para­mount, but TV and digital must also be based on the same op­por­tu­nity-to-see (OTS) stan­dard,” re­ports comS­core.

Digital video, for ex­am­ple, in­cor­po­rates the vi­su­als of TV with the cov­er­age of digital media. It is a gray area that con­trib­utes to the di­vide be­tween tele­vi­sion and digital be­cause it is dif­fi­cult to mea­sure the OTS stan­dard for ad ex­po­sure. It raises ques­tions about the most ef­fi­cient way to ad­ver­tise across this medium.

“Dif­fer­ing media makes com­pa­ra­ble met­rics an is­sue in digital, par­tic­u­larly due to the preva­lence of non-view­able im­pres­sions and in­valid traf­fic (IVT), both of which pre­vent an ad from meet­ing the OTS stan­dard,” says comS­core.

Au­di­ence data

The num­ber two is­sue in the re­port deals with ad­vanced au­di­ence data. Au­di­ence tar­get­ing and data al­low pro­duc­ers to reach the right con­sumers. For years, it has played a large role in the way the items are bought and sold.

“Now, with ac­cess to big data and tech­nol­ogy, we are see­ing a shift to­ward this same type of au­di­ence-based buy­ing in TV and cross plat­form. TV net­works, for ex­am­ple, are now mak­ing their in­ven­tory avail­able for au­di­ence­based buys. ... Ad­vanced au­di­ence plan­ning paves the way for ad­vanced au­di­ences to be used as a ba­sis for trans­act­ing across all screens,” ex­plains comS­core.

Ad­vanced au­di­ence tar­get­ing only adds to the need for con­sis­tency when eval­u­at­ing cross plat­forms.

Mon­e­tiz­ing mobile

The next con­cern in digital is mon­e­tiz­ing mobile. Cell phones and tablets have be­come ma­jor parts of the modern con­sumer’s life. Ac­cord­ing to comS­core, mobile de­vices ac­count for two-thirds of time spent on digital media. Even so, it is much more dif­fi­cult to mon­e­tize. The dis­tri­bu­tion of funds seems to be mov­ing around in an un­even pat­tern.

“Greater stan­dard­iza­tion around mea­sure­ment im­ple­men­ta­tion can help solve the frag­men­ta­tion prob­lems, a cause which the IAB (In­ter­ac­tive Ad­ver­tis­ing Bu­reau) has re­cently stepped in to try to ad­dress. Align­ing mobile with desk­top through undu­pli­cated mea­sure­ment of cam­paign au­di­ences also helps digital bet­ter demon­strate au­di­ence scale and pro­vides plan­ners with im­proved data for more ef­fi­cient cam­paign plan­ning,” ex­plains the re­port.

Mea­sur­ing reaches

Mea­sur­ing the undu­pli­cated reaches across plat­forms is num­ber four on the list of digital is­sues. Digital media can be ac­cessed from mul­ti­ple sources. This presents a new chal­lenge for pub­li­ca­tions to ad­dress how to best as­sess their value to ad­ver­tis­ers. Since many pub­li­ca­tions use out­side com­pa­nies to help

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