Wednesday, August 29, 2012

New Standards for Gauging Reach

Facebook is throwing a lot against the wall these days as they work on regaining their footing and credibility.  But they are and will continue to be among the most powerful media platforms in the world and everything they do is worth noting.

The latest is highlighted in this piece in AdAge, "Facebook Measurement Chief Advocates New Standard for Gauging Reach".  While almost comically self-serving, it clearly identifies a huge need and opportunity in the market.  I work with dozens of agencies and clients each week, helping them reach their customers across multiple media platforms.  And most certainly...
"a metric that looks at the unique reach and frequency of a campaign across all "experiences" -- including traditional media such as TV, radio, print and outdoor, as well as online media, social media (owned, earned and paid), mobile and in-game ads"
 ... is a big idea.  And it is comical that our $200 billion advertising industry, driven by so much extraordinary innovation, is years behind in measurement standards.