A “crisis of confidence” in digital media can be alleviated in large part by better measurement solutions. “If measurement is done well, it informs the way advertising works,” says Andrew Feigenson, Chief Revenue Officer for Nielsen Catalina Solutions.
If the advertising industry maps measurement as a key performance indicator, it we can start addressing some of the issues of confidence “and figure out how to advertise better,” Feigenson says in this interview at the recent Beet.TV Leadership Summit titled Outcomes and presented by Eyeview.
He cites recent remarks by Procter & Gamble Chief Brand Officer Marc Pritchard calling for a cleanup of the digital advertising ecosystem as “a pretty bold statement for the industry.” As Advertising Age reports, Pritchard told a gathering of the Internet Advertising Bureau that “the days of giving digital a pass are over.”
Historically speaking, television advertising has been effective and predictable, according to Feigenson. Using media mix models, advertisers have had a pretty solid understanding of what their outcomes would look like.
But as audiences continue to migrate to the digital world and advertisers aggregate them through targeting, “what you find are there are gaps in some cases,” says Feigenson.
In addition to digital fraud and viewability issues, there can be a lack of understanding or “forgetfulness” of the basics of good advertising,” according to Feigenson.
Brands have always spent lots of time testing television creative in advance of launching campaigns. “We find over and over again creative is the most important variable in effectiveness,” he says.
However, “The way of doing that in the digital world is to test more of a feedback loop against effectiveness. I think that’s where there are some interesting opportunities,” says Feigenson. He does believe that progress is being made in the way publishers are proving their contributions to sales lift.