Page 100 - The EDIT | Q1 2017

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Taking the
“Give me an omnichannel,
is a directive in client briefs
Thoughtleader
What is the driving force? The clients are spending on mobile, digital and social platforms
completely aligned to the fact that the
customers’ journeys are no longer linear and that they access their information from more than one channel. By no means is this restricted to the developed countries; emerging technologies in the developing countries have paved the way for consumers to access information differently. Consumers are becoming savvier and want to
be more in control. The recent announcement by Google for removing 30-second non-skippable ads from YouTube videos in 2018 is an excellent example of the shift, focusing instead on formats that work well for both users and advertisers.
However, measurement has lagged behind!
By which I mean that even though most marketers recognise this, there is still a hesitation to increase
until better quantifiable ways to measure return on investment have been identified. Could it be that the digital platform is still viewed in silo rather than being viewed in totality to drive the advertisers’ business?
A need to view campaigns in totality
One of the fundamental components to holistic measurement theory is that individual components can be combined to produce something beyond the sum of those parts. It means that a more thorough knowledge and understanding of a system is possible from combining different measures than can be derived by analysing those metrics separately.
For instance, correlating TV investments to increases in website visits can help in determining
THE EDIT ISSUE 05 | Q1 2017
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