I’ve long advocated the need for the PR industry to embrace commoditized media measurement in order to direct more dollars to measuring what matters. Seems the Advertising industry is heading in this direction.
A joint-task force composed of members of the Association of National Advertisers, American Association of Advertising Agencies and the Advertising Research Foundation yesterday unveiled an initiative that would shake up the classic equation of advertising math that determines consumer exposure to an ad. It would replace the concept of frequency — the number of exposures to an ad — with “engagement,” a metric that could better reflect the growing number of media choices facing consumers, from cell phones and the Internet to video games and podcasts. [AdAge]
This will only become more important as communicators discover the need to measure the degree to which customers are participating in their communities and brands. The best campiagns will measure what changed: did we move markets, change minds and increase sales? This isn’t just about driving communications accountability, its also about driving marketing accountability.