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The Blueprint for Consumer-Centric Holistic Measurement suggests a shift away from single media approaches and the use of multi-media measurement.

It proposes faster measurement, larger sample sizes, and better linkage to relevant target groups.

It also proposes fast, adaptative systems that can move at the speed of marketing models, and passive measurement systems to reflect holistic consumer communication behaviour.

With increasing media fragmentation and shifts in consumption patterns, single media measurement tools do not provide a complete picture of “consumer engagement” any more, the WFA has suggested.

The industry also lacks of data on new communication vehicles – for instance there is no research on point of purchase communication.

The WFA said Marketers, faced with rising media costs and an increasing pressure on ROI, need new systems to analyze increasingly complex consumption patterns.

In the US, research project Apollo has pioneered a portable people-metre system, which follows the consumer to record media exposure – rather than the traditional static tool.

This might help to understand multi-tasking behaviour – such as a consumer reading while watching TV – a pattern typical of the younger generation.

Merging the results of such a study with market share data from consumer panels should provide a better understanding of consumer exposure to a multitude of media channels.
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The Blueprint is the result of consultations over a number of years between the world’s largest advertisers. It aims to set a vision and encourage initiatives such as the US research project.

Bernhard Glock, manager of global media and communication at Procter & Gamble, said: “For the very first time, we have defined the criteria on which to develop new consumer centric audience measurement.

“The ground has been laid for a common currency with which to understand consumer behaviour beyond demographics. Only by understanding consumer behaviour can we ensure that people receive the right information at an opportune and welcome moment.”

The WFA, an industry body of advertisers worldwide, has the dual mission of promoting responsible communications and of stimulating maximum effectiveness of ad spend.

By Valerie Vidal