Audience Measurement 5.0 - Pushing the Boundaries

We are entering the Fifth Age of Audience Measurement. It is an age where methodologies are being re-calibrated in response to a fast-changing media environment and where the quest for total understanding of audiences is higher than it has ever been. It is also an era where politics and economics are far greater barriers to progress than technical concerns.

Looking back into history, we can say that there have been at least four key phases of development in audience measurement methods and that the one we are entering now – the Fifth Age – is different.
But not completely different. Many of the techniques and methods we can expect to feature in this Fifth Age are already in place: device-agnostic surveys, passive data collection, the integration of multiple data sources with traditional survey data etc. And there continues to be a role for high quality methods and skilled human practitioners in the process.
What may need to change is the attitude of the various industry players to change and to working together.
Fear of change has been a great barrier to progress in implementing new methods – often exacerbated by the rising cost of measuring more platforms and reporting faster and more frequently. But digital technology has disrupted every business model and must be embraced, even though it offers difficult choices for many.

Co-operation amongst different media (e.g. sharing a panel equipped with multiple data collection technologies) offers one potential way of overcoming the financial challenges – as long as priorities can be agreed amongst the disparate stakeholders. Data science also has a far greater role to play in turning Big Data into usable insight.

Download

Related news

  • IMS 2024
    Marketing Event

    Ipsos Marketing Summit 2024 " Metamorphosis: Marketing in a Dynamic World"

    In the era of digital transformation, market dynamics, and consumer behaviours are undergoing a profound evolution. To navigate these changes successfully, we invite you to an exclusive seminar featuring speakers who are all experts in their fields.
  • Ipsos in Indonesia Launch Ipsos Falir
    Customer Insights Event

    Ipsos in Indonesia Launch Ipsos Flair

    Indonesia is more often in the news because of volcanic eruptions, tsunamis or other disasters, than for a more positive coverage. It is all the more unfair since the country, one of the most attractive in the world for tourists, has been experiencing sustained economic growth for decades and, since the election of the President Jokowi, has undertaken an unprecedented effort to modernize its infrastructure not just in Jakarta but all over the archipelago.
  • Ipsos Global Business Influencers 2017
    Key Influencers Event

    [EVENT] Global Business Influencers 2017 - Singapore Launch

    Sept 27 - Global Business Influencers are the driving force behind business and investment decisions globally, leading their companies into a future where disruption is becoming the norm and technology is at the top of the agenda for many.