TLDR: Imagine: You work in a commercial enterprise that no one can independently control. If your measurement systems produced error after error, for whatever reason, which error would be your favorite? 80%, or 33%, 20%, 35%, 8%, 30%.... always in your own favor? Those who already control their online media data in their own systems can rest easy. To all the others, we wish you success in the shell game with these and other online KPIs.
Advertising effectiveness comparisons: Not a gold standard, but a real step forward
TLDR: News on the cross-genre advertising initiative of companies, media and agencies. In the current interview with W&V, the vice president of the advertising industry sets the expectations for the implementation of the .companion concept straight. A good move before the pilot operation starts in the fall.
Social media: Hello mediamix, goodbye illusion.
TLDR: Social Media Demystified. .companion's presentation on the role of social media in the overall mix was THE top topic at TV Effect Day. Take 25 strategic minutes for an unbiased look at the impact potential for advertisers.
Advertising impact: .companion develops industry model for cross-genre evidence
TLDR: On April 24, the associations of advertisers and media agencies (OWN and OMG) will unveil a joint model for cross-genre comparisons of advertising effectiveness. It was developed by .companion.
An advertiser speaks plainly.
TLDR: The new head of media at Unilever, Arne Kirchem, in office for a year, gives a highly interesting interview in the current HORIZONT in which he addresses precisely the issues that .companion has been working on for years. Kirchem's statements are refreshingly unequivocal. It is worth taking a look in any case.