Measurement is a good thing generally, I believe the onus lies on our industry to promote itself as an investment rather than a cost, to prove advertising efficacy. Placing too much emphasis on research is a bad thing if it limits agility or it means outputs become formulaic.
In relation to media metrics and measurement, the point of emphasis on evaluation is often incorrectly focused on the immediate, short term effect, ignoring the long-tail impact...
Subscribe from just €1 for the first month!
All Digital Access + eReader
Unlimited Access for 1 Month
Then €19.99 a month after the offer period.
€149 For the 1st Year
Unlimited Access for 1 Year
90 Day Pass
Get a Business Account for you and your team