Digital Advertising Could Learn from Offline World when it comes to Brand Metrics


Kantar MediaDigital advertising’s relatively sophisticated set of measurement techniques have been invaluable in terms of measuring actions like clicks, view-through rate or conversions. However, big brand advertising is often a more subtle art and advertisers want to know what’s going on in our minds, focusing on things like awareness, attitudes, favourability or purchase intent. Kantar Media are one of the companies who straddle both the online and offline worlds when it comes to data and measurement, and here Susan Tillou, Kantar’s Global Head of Partnerships, explains how the industry could be better-served by taking a more holistic view to measurement. Filmed in Porto at the I-COM Global Summit.


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