Thad King
Earlier this week, I attended the Future of TV Advertising in Sydney. A conference that gathers the best of the industry together to discuss the future of the TV and now screens market.
Alongside many others at the event, I found myself frustrated with the fact that we have been having the same conversations for more than five years now.
While there is no denying some progress has been made, the dialogue itself feels stagnant. As a few panelists aptly noted, “this is getting boring”.
I found myself reflecting on the train ride home: why can’t we move beyond these familiar topics and start diving into more exciting, creative, and impactful discussions?
The Measurement Conundrum
One major hurdle, I believe, lies in our frequent use of the term “measurement”. This term is flung around so carelessly, covering a wide range of meanings that create confusion. It quickly became clear to me that there’s a discrepancy in how we talk about measurement, which is a significant part of our challenge.
Our media partners still predominantly frame measurement as audience delivery, often referencing platforms like VOZ, Kantar, Amazon, The Trade Desk, or DV360. As highlighted by Kristiaan Kroon in his recent article for Mi3, many holding groups have developed their own capabilities to harness the most accurate data for planning and audience delivery. Our focus on this from an OMD perspective is giving our clients a commercial advantage, improving media planning quality and effectiveness, ultimately driving better outcomes.
Yet, much of the discussion at the conference still revolved around these traditional delivery metrics. There was no demonstration of how screens partners had driven great outcomes for clients through their fantastic content.
The Shift Towards Outcome-Driven Conversations
What's missing from these conversations? A focus on what truly matters - business outcomes. Clients yearn for measurement that aligns with their brand goals, treating delivery and tracking as mere hygiene factors. Their energy is, and should be, directed toward strategies that fuel business growth, not just audience metrics.
This is where our global media partners are excelling. They’ve long outgrown the basic delivery narrative and are engaged in meaningful conversations about creativity and tangible outcomes. Analytics is integral to their strategy, allowing them to measure every facet of their offerings seamlessly and in real-time.
Imagine if we redirected our discussions from mere delivery metrics to the outcomes that genuinely excite clients - everyone would benefit!
Recent research from Profit Ability UK emphasises that TV and screens can be powerhouses for driving both short- and long-term results. Our screens partners possess remarkable content, innovative ways to integrate brands, and the magic of storytelling - all displayed on grand scales.
Real-time measurement of the outcomes that Australian screens activity can drive should be the focus, and where the energy and time should be spent.
A Call to Action
Let's rally together as an industry. It’s time to stop using “measurement” as a blanket term and start highlighting the critical innovations in storytelling media that propel growth for our clients.
Let’s spark a new era of conversations that are not only dynamic and engaging but ultimately lead to the success of our brands and businesses. Together, we can redefine the measurement narrative!
Thad King is National Head of Planning at OMD.