I had the honor of coordinating GT3, in charge of identifying and evaluating good media metric practices applicable to the national advertising market. Focusing on the analysis of the main pains experienced in the sector, we seek to segment the media by their characteristics and similarities, considering regional realities and differences in budgets, resulting in two large groups: Offline Media and Digital Channels and OOH. From the experience of the advertising execution process of GT3 employees who volunteered for the discussion, new parameters and initiatives were suggested for the application of metrics, which go beyond the consideration of conventional metrics, advancing on a qualitative assessment of deliveries and bearing in mind the future challenges, notably the advent of new technologies and the use of data to qualify advertising strategies.
According to the GT3 analysis, the need for greater qualification and expansion of the scope of metrics currently available for all analyzed media was evident. Transparency in processes stands out as the main point so that the list of metrics is always in line with the demands of advertisers and can be audited, with standardized measurement parameters between different vehicles in the same medium, and recurrence in data updates such as coverage of information in the national territory and integration of data in cross media. It should be noted that such deficiencies weaken the planning and evaluation of advertising efforts, reducing the level of maturity of the processes. Therefore, the implementation of improvements and evolutions in online and offline media proves to be a critical success factor for establishing consistent and reliable bases for regulation. By deepening the understanding of the deliveries made by the media, this broader look at the application of metrics enabled a better assessment of results and potential of these media, feeding back the process and generating greater assertiveness in the implementation and contracting of advertising services. As a result of this deeper analysis, the need for greater qualification and expansion of the scope of metrics currently available for all analyzed media was evidenced. In the radio and TV segment, advertising investment for brands and product categories in multimedia is suggested, while in print, a greater detailing of audience data is suggested, in a structured and auditable way, considering the performance in cross media. Cinema, on the other hand, requires specific research to assess the medium’s effectiveness.
In this sense, the performance of independent audits and verification institutions is recommended; the promotion of more accessible research and measurement tools, enabling their use by advertisers with reduced budgets; the constant qualification of professionals in the market, through training and certifications in new methods, tools and metrics that add value to the advertising process; and the construction of models and attribution tools that clarify the contribution in the current cross media reality, among others. Far from establishing immutable rules, these suggestions must be continually revisited, due to technological advances and innovations that are constantly being presented, in the development and improvement of media, as well as in the possibilities and new ways of measuring, evaluating results and intervening (cross) between media.
Ivan Rysovas is the media manager for GPA
