Brands Unhappy With Current State of Media Measurement: ISBAs Smith Beet.TV [Video]

LONDON – Brands are increasingly dissatisfied with the current media measurement landscape, both in terms of joint industry currencies and proprietary solutions provided by agencies, and are seeking accountable and audited cross-media data.

That is the view from the umbrella body representing the biggest brands in the UK.

Phil Smith, Director General, ISBA, in this video interview with Beet.TV, said the dissatisfaction stems from concerns about the fragmented nature of the TV ecosystem and the proliferation of proprietary measurement solutions.

“The brands are certainly telling me that they’re not happy with the current state of media measurement,” said Smith. “So what they’re really after, they tell me, is an accountable and audited set of data that matches cross-media from linear TV through into online platforms and beyond that across the media ecosystem.”

ISBA’s own project Originis based on principles issued by the World Federation of Advertisers (WFA) in 2019, designed to be cross-industry …