Chris Glushko says, “Measurement, we’ve come a long way. Just 10 years ago, I was a manager in the “interactive marketing” department of a major real estate brand. Our marketing team as a whole employed 30 to 40 professionals, of which just a small handful worked with me in digital.

As at any major consumer brand at the time, those of us on the digital team wanted a bigger slice of the marketing budget pie. “More brand dollars need to shift to online media,” we said. “Consumers are using DVRs to skip television commercials. Print is declining as people spend more time online. Statistics show listeners are migrating from terrestrial to satellite radio.”

All of these were good arguments at the time. But then we dropped the hammer. “The most important reason to put more money into online media is real and accurate measurement.”

We preached the power of digital measurement. No more panels. No more extrapolations from limited data sets. From now on, our advertising dollars would be spent on real impressions”.

Viewability is a big part of the journey, but it’s not the destination

Marketing Land

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