The Shift To Accountability
A furor has arisen over the rollout of a new form of audience measurement for television. The flap concerns so-called "Local People Meters" being deployed by Nielsen Media Reasearch, the ratings people, in Los Angeles, New York and other major cities. Critics complain that the new computer-driven technology undercounts certain viewers compared to the old paper diary system. In reality what is happening is that for the first time an accurate measurement is being recorded and interested parties are fighting to keep the status quo. Put another way, television networks that have earned staggering sums off the old system are fighting being held accountable to their advertisers for the first time.
Most of us would argue that being accountable is a good thing. We, like advertisers, would like to think we're getting what we've paid for. That's why savvy advertisers have already pushed for greater accountability, not on television where too many technological barriers exist, but in the interactive advertising arena. Ad spending online is moving away from scattershot approaches such as banner ads and pop-ups, to targeted, immersive experiences that offer numerous user metrics and ultimately, accountability.
Armchair Media has helped pioneer this concept in its work with ING. If you're not already a fan, please visit ING MoneyMentor to see how we've executed the concept of Brand Enagagement for ING. We think it's indicative of where most interactive advertising is headed and feel proud to be held accountable for its success.
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