ComSco re report outlines isues facing digital
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.
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.
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 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