Posted by Michael Kokernak on Aug 12, 12:07 PM
The world has moved forward since the creation of the ratings systems. Today all television advertisers have sophisticated enterprise-reporting (ERP) applications that optimize their product pipelines and distribution networks. Yet as an industry we so far have failed to synch our TV ratings data with the enterprise data of the advertiser. Direct response advertisers have been linking sales data to commercials for decades, but the large brand advertisers still need a more robust application. Canoe is taking shape to be our industry's first effort to help solve this data issue. However, at the beginning of its rollout, we should be prepared for a very bumpy ride. (More.)
Aug 12, 2009
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Mike's first paragraph assumptions notwithstanding, this is a good summary of the state of the state with insight as to how things might move forward. Question: How quickly does buying TV time converge with how interactive is bought (and vice versa)? Today the media are treated very differently from an applied media research perspective. I'm not sure that they should be. At the end of the day, I want to know how many people I reached in my target audience and how many times I reached them. I also want to know how this exposure helped the bottom line. Interactive television has some promise for giving us better results data (though it will never be perfect). The assumption that the interactive data that we have today approaches perfection is preposterous. As the media and metrics converge, so should the buying habits. This is where the industry has to go. Are we ready? Not yet.
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