ARF Marketing Materials

Members, News Media and Partner Marketers, please visit our brand page to download ARF logos and banners.
ARF Logos & Banners »

FAQ & Contact Us

Our collection of Frequently Asked Questions will answer many of your initial inquiries.
See all FAQs »

Have a question for the ARF? Contact our staff with a specific inquiry.
Contact Us »

MediaPost: Google Exec: Cross-Platform Metrics Needed To Optimize Media Buys

June 11, 2012

By David Goetzl, MediaPost

Jeffrey-Graham-AA Google ad research executive made a pitch Tuesday to use digital metrics as the jumping-off point to build a cross-measurement platform that includes TV and mobile usage.

“We need to build a completely different system that takes the power of digital and takes all media and makes it more effective … The biggest waste is we can’t optimize across media,” said Google’s Jeffrey Graham, director of advertising research for the Americas, at the Advertising Research Foundation conference.

The digital arena comes with loads of granular data, stretching from consumption to emotional feelings about brands and purchase intent with applications for other media, said Graham.

“We need to build on top of online data and build a single-source model,” he said, which can provide insight into consumer behavior and help inform TV and other media buying.

Graham argued the TV model of use ratings points, which offer an indication of impressions, is largely meaningless without a link to business results. (Some might argue digital measurement fails there, too.)

“To treat the rating point as a stable measurement of value is like putting all your 401(k) in the drachma,” he said. That might be problematic, since a struggling Greece continues to use the euro. Should it exit that arrangement, then the would-be mistake Graham alleges might be possible.

As seen here:


Board of Directors

A veritable “who’s who” of industry leaders have been elected to the Advertising Research Foundation's Board of Directors.
Meet the Board of Directors »

Meet the Staff

See who is hard at work behind the scenes of ARF's conferences, member events, and research initiatives.
Meet the staff »