LONDON – The fragmentation of the media marketplace has presented new challenges in measuring how viewers spend their time, and how advertisers should allocate their media spending to reach consumers. The challenge has been magnified with the shift to digital channels that allow for greater customization.
“One of the biggest changes I saw really over the last 10 years or so was the advent of Big Data, and the integration and use of Big Data alongside the use of primary market research, whether they be panels or surveys,” Andy Brown, strategic adviser and former chairman of market researcher Kantar Media, said in this interview with Beet.TV.
For media buyers, the challenge has been to measure how much spending is being allocated among television or digital video. The World Federation of Advertisers has acknowledged those challenges in seeking improvements to measurement.
“We saw, in particular, advertisers getting frustrated with the lack of progress in respect to measurement in that area,” Brown said. “That frustration …