At the Ad Club Media Review event, Shashi Sinha, CEO, IPG Mediabrands spoke on the topic of ‘Measurement in Continuous Partial Attention of Audiences’, where he highlighted the need for bringing out a singular measurement system.
He said, “In this country, measurement has nothing to do with the skills of measurement, but in the skills of managing the environment, the stakeholders and people involved with measurement. The need has come for all the stakeholders (across disciplines) to come together and decide to keep their differences aside, because measurement or the lack thereof, is going to hurt the industry. Every measurement system is an independent one, but the time has come for a single source and a simple metrics as single source equals sharper media choices.”
He observed that the measurement industry is facing a lot of challenges as there are shorter split across modes with advent of technology and mediums (attention span is going down), skimming consumption, there is a lack of benchmarks/standards and until and unless the industry is measured, the problems cannot be controlled. To add to this, there is also multiform media consumption among the consumers. The question here is how to target sharper?
He surmised that the future lay in audience buying and said, “It’s very short-sighted to say that we’ll get measured only if we’re doing well and not get measured if we aren’t doing well. If we’re armed with measurement, we’ll have one of the factors that will help us reach one and a half percent of GDP (going towards ad spend on media).”