Posts Tagged ‘media’

More Complicated Than Ever

The Industry Group Perspective

Reprinted from KPMG Thought Leadership Publication 4/10 

Full Advisory Document here – KPMG Networked Advertising PDF

Greg Stuart has insights that stem from a diverse advertising career that includes five years as CEO of the Interactive Advertising Bureau (IAB) — an industry group of more than 400 leading media and technology companies that sell nearly 90% of online advertising in the United States — and co-authoring the book What Sticks (Kaplan Business Books, 2006) a research-based look at what makes advertising effective.

“As the digital advertising ecosystem evolves at a furious pace, its myriad technical complications, options, and opportunities seem almost overwhelming,” Greg Stuart says. “The relationships between agencies, media buyers, ad networks, exchanges, data providers, verification services, measurement companies, publishers, and content owners have become complexly interwoven, obscuring participants’ roles, true value, data ownership, and consumer access. If—as an industry joke goes—‘advertising was a business created for C students,’ that isn’t the case any longer.” (more…)


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I have been reading recent comments on media accountability. Some media lay claim to being “the most accountable medium”. Accountability is clearly the topic of the day, given the increasing need to understand the value of advertising and the recent public debate over TV research methodologies. I suggest that much of the debate is fueled by the more accountable world of online marketing.

Accountability can be viewed in two veins:

      1. What is the confidence that a consumer saw an ad?
      2. What measurable direct action did the consumer take as a result of that ad?

Based on my 20 years in advertising and marketing (two of which were as an agency media researcher studying media measurement), I suggest any media that claims accountability is, politely, absurd. (more…)

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