Here is an essay I recently wrote for Campaign Middle East. (Click for larger view)
The sub heading - "Data poses as many challenges as it does benefits" - only partly summarizes my contention.
That is more of a corollary. There is disproportionately more talk (versus budget) on online media and the large amount of data the latter throws up poses challenges of curation and interpretation ; in the wrong hands , it could leave the door wide open to misinterpretation *
My main point is that there is far too little emphasis placed on TV effectiveness research vis-a-vis the budget share that it commands.
I personally believe even medium-sized advertisers will better optimize their limited TV spend by setting aside some resources for research (in whatever form) to ensure it is being spent right. I think there is space - and no doubt, commercial potential for research agencies - for innovative , cost efficient industry level knowledge projects.
Let's hope we see more
* As an aside : a close cousin of this problem is what I call 'The DMC Syndrome' wherein expats sitting in Dubai Media City , UAE assume that the lifestyles and habits of their audiences around the region are similar to their own.
The sub heading - "Data poses as many challenges as it does benefits" - only partly summarizes my contention.
That is more of a corollary. There is disproportionately more talk (versus budget) on online media and the large amount of data the latter throws up poses challenges of curation and interpretation ; in the wrong hands , it could leave the door wide open to misinterpretation *
My main point is that there is far too little emphasis placed on TV effectiveness research vis-a-vis the budget share that it commands.
I personally believe even medium-sized advertisers will better optimize their limited TV spend by setting aside some resources for research (in whatever form) to ensure it is being spent right. I think there is space - and no doubt, commercial potential for research agencies - for innovative , cost efficient industry level knowledge projects.
Let's hope we see more
* As an aside : a close cousin of this problem is what I call 'The DMC Syndrome' wherein expats sitting in Dubai Media City , UAE assume that the lifestyles and habits of their audiences around the region are similar to their own.
