By: Katie Cichowski
It’s no secret the media landscape is changing and becoming ever so fragmented. Measurement and cost efficiencies are always top of mind for both clients and agencies alike. So how do you measure and compare costs when each medium has its own unique measurement; Print on circulation, Radio & TV based on ratings, digital & social based on impressions? Find the common denominator. Impressions.
Simplistically said, impressions allow for a more ‘apples to apples’ comparison, from both delivery and cost comparison stand points, but unfortunately, on an industry level, it’s not as simple as it sounds. Major industry players are working hard to define an impression, one that can accommodate viewing consumption on a variety of platforms with equal footing.
The shift to impression-based evaluation continues to be on the forefront, with industry adoption accelerating for effective measurement.