Thoughts from the Berlin Measurement Summit
The 1st European Measurement Summit was a great success. Delegates are busy doing a survey (organised by Benchpoint), and the feedback is looking very positive.
Neil Martinson, head of press and PR in the UK Government’s Central Office of Information (COI), spends £25million (€29.3 million) on PR every year, so is fairly interested in knowing which half is wasted. He asked five media measurement and evaluation specialists to do some test measurements on a recent campaign. The result? Five very different measurements, and no agreement on criteria or methodology.
David Rockland’s sprited defence of AVE’s (Advertising Value Equivalents). Actually, it’s quite a good measure of penetration, reach and performance. The only trouble is the V word. People manipulate the figures to give the impression that editorial is worth more than advertising, which is hardly objective or honest. And no two people seem to do it the same way (see above) But there has to be a way of integrating this figure with other measures to give a true index of success. By the way David is MD of Ketchum’s global research network, and knows a thing or two. Methinks the detractors are a little over the top on this one.
Social Media. Half the conference were struggling to understand what Social Media is and how to use it, while the other half were on line to each other commenting on what each speaker was saying, without the bother of joining in the discussion with other delegates. I was chuffed when the delegate in front of me started reading this blog during one of the presentations. Should I join Twitter? Or is it just people shouting, and no-one else listening?
I shall be returning to more serious content in future posts. But meanwhile, please comment or contribute to the ongoing debate.