30 Jan 2014 | David Pidgeon

Is industry ready for multi-platform audience measurement?

The cost of multi-platform audience measurement could act as a barrier for advertisers and agencies if it outweighs the potential benefit derived, industry has heard.

Lindsey Clay, chief executive of Thinkbox, raised the issue at a MediaTel event on Wednesday – “How do you know if you are getting the most from your TV advertising?” – asking that with increased investment going into measurement, is the cost of such activity always in line with the potential benefit derived?

“Advertisers can now, potentially, get on TV for a very, very small amount of money,” Clay said. “But in order to properly measure the effects of it and how it is really working could actually cost more than getting on TV in the first place.”

The question comes as BARB becomes the first TV audience measurement organisation in the world to introduce multi-platform measurement – including mobile where the volume of viewing is significantly lower.

“Understanding return on investment across channels will always be a priority to advertisers and agencies but a sensible approach should be taken when attributing value versus effort,” Stuart Carnegie, strategy and propositions director at Sky IQ, told Newsline.

Carnegie also said that technology is now moving so fast that the industry needs to make sure it is looking at its long-term measuring requirements, as well as in the moment.

“We have seen viewing on these platforms grow at a tremendous pace, and while the numbers are not as large as traditional TV figures, they could be a significant proportion in the future,” he said.

In the past, there has been pressure to invest unnecessarily, with Digital Multimedia Broadcasting (DMB) technology – a digital radio transmission developed in South Korea that sends multimedia to mobile devices – becoming largely redundant as other technologies quickly replaced it. Industry is now anxious to not repeat the same investment mistakes.

“Without a crystal ball it’s hard to tell, but past experience tells us that investment should be based on sound judgement around the current and future value of a proposition,” Carnegie said.

“Looking at this from another perspective, the investment required from broadcasters and media owners to develop and populate new platforms with content means that measurement and insight are vital to understand success and support decision making.”

Research the Media’s director, Richard Marks, said the timing is good. BARB’s ‘Project Dovetail‘, which is under development, but set to roll out in the next year, has seen all new BARB panel homes have software installed that allows the organisation to know what is being watched on desktop and laptop computers, with tablets and mobile set to follow.

“I don’t think anyone can accuse BARB of rushing…but equally, waiting for something to reach critical mass can be dangerous,” Marks said. “Even though mobile and tablets are never, I don’t think, ever going to account for more than 10% of viewing…I do think the timing is about right to avoid a bun fight in about five years’ time.”

To find out more about MediaTel events, click here.