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More digital than ever, same old measurement

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More digital than ever, same old measurement

Advanced metering continues to be one of the weak points of the digital ecosystem Lebanon Email List: we continue to rely on rudimentary or partial sales allocation models and make decisions that affect the business of our advertisers based on insufficient or erroneous data.

Months ago the IAB study of digital investment 2019 was presented and, although with changes in the measurement versus previous years, for the first time the barrier of 3,000 million euros was exceeded. This represents a huge quantitative leap that places the media in the highest drawer of the podium above the TV, as confirmed by Infoadex. These figures may seem irrelevant to us right now or not serve as a reference in the near future. We are immersed in a unique, historical, dramatic situation. Covid-19 has hit society in an unimaginable way and, obviously, it has also had an impact on our business. In recent studies, Gulf Phone Number List we are beginning to see the first signs of a “new normal” for brands and companies. However, my initial purpose was always to “look back”, to analyze the evolution of digital advertising in recent years.

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