Integrated advertising could be the future, but we need to figure out how to measure it first
What is the future of digital? Recently, the answer to that has been "Multi-platform integration". In that the future of digital advertising will be go beyond digital, seamlessly transitioning from print to TV to digital and back again.
However, Darren Herman of the Media Kitchen says "Not so fast" due to one big obstacle - "One of the largest issues that the digital advertising ecosystem faces today is that we as an entire industry, are not setup to measure the “integrated” nature effectively."
The current tools that a majority of advertisers use to track digital success, the ad server, were set up in the mid-90's, before social and video were introduced. More and more agencies are taking advantage of data warehouses and Brand Lift study providers, such as Vizu, to get a better understanding of thier advertising efforts, but this has not yet reached a critical point.
Media will continue to become fractured, and this presents an opportunity to develop a more comprehensive, cross-platform measurement system.
Read more about the opportunity on the iMedia blog: http://blogs.imediaconnection.com/blog/2011/05/07/measuring-integrated-advertising/