So another institution that has lost its trust. So have I been spouting bullshit to my peers about streaming numbers vs traditional viewing the last year, lol. It's like having executives of pharmaceutical companies on the FDA and approving drugs they have an interest in... sigh.
The media and the ad industry are complicit in this and the problem (without Nielson) has existed in other plaes as well, like magazines. Though I would argue that all those ad dollars going to tech can be proven - that ROI is a lie (hello Facebook!) but the ad industry continues going there because someone at all agencies and then their clients believe those numbers. Because they saw on ad themselves. That's why all the TV shows and movie studios have giant billboards in...LA. Perhaps the one town they might not need them.
I hear you Arjun. BUT, if the metrics on big tech platforms didn't result in actual sales increases, the advertisers would stop putting money there. P&G and Unilever buy those platforms direct. They measure the outcomes themselves. And when they effectiveness drop, they move the money elsewhere.
TV, for the most part, does not offer those kinds of demonstrable metrics. Instead they scream 'TOP OF FUNNEL!' 'BRANDING!' 'SIGHT SOUND AND MOTION!'
That's no longer enough. And THAT is why YouTube is now bigger than Disney and how Meta sold more advertising last year than all TV combined.
you are right. you are Holly Hunter in the film Broadcast News when her Exec producer sarcastically suggests it must be nice to be right all the time and she responds "no, it's terrible"
I’m with you Evan. Keep it up.
Notice how we have one of these each year in March aka a few weeks before the upfront season?! We should do another episode on measurement on the pod
The broken clock syndrome!
Burn it down and break them up (the monopolies) please.
So another institution that has lost its trust. So have I been spouting bullshit to my peers about streaming numbers vs traditional viewing the last year, lol. It's like having executives of pharmaceutical companies on the FDA and approving drugs they have an interest in... sigh.
The media and the ad industry are complicit in this and the problem (without Nielson) has existed in other plaes as well, like magazines. Though I would argue that all those ad dollars going to tech can be proven - that ROI is a lie (hello Facebook!) but the ad industry continues going there because someone at all agencies and then their clients believe those numbers. Because they saw on ad themselves. That's why all the TV shows and movie studios have giant billboards in...LA. Perhaps the one town they might not need them.
I hear you Arjun. BUT, if the metrics on big tech platforms didn't result in actual sales increases, the advertisers would stop putting money there. P&G and Unilever buy those platforms direct. They measure the outcomes themselves. And when they effectiveness drop, they move the money elsewhere.
TV, for the most part, does not offer those kinds of demonstrable metrics. Instead they scream 'TOP OF FUNNEL!' 'BRANDING!' 'SIGHT SOUND AND MOTION!'
That's no longer enough. And THAT is why YouTube is now bigger than Disney and how Meta sold more advertising last year than all TV combined.
Meh..... Agree on YouTube.
you are right. you are Holly Hunter in the film Broadcast News when her Exec producer sarcastically suggests it must be nice to be right all the time and she responds "no, it's terrible"
You just made my day. I've never felt so seen!