The topic of audience measurement has been hotly debated for many years. Whether it be the debate about how accurately a media property can measure its reach, how many people in Australia REALLY use the internet or how many people were touched by the message of a campaign. For equally as long, the evangelists of online marketing have sung the praises of the medium because it is so measureable. The challenge is that although as a medium, it is infinitely more measurable than any other medium, there is no consistency in that measurement. No common currency on which the media can be bought and sold and no universally agreed standard for counting eyeballs.

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I was on a panel at Ad:tech on Tuesday talking about ‘The Importance of Digital Strategy’. A pretty broad question I know, almost like the importance of digging foundations for a massive skyscraper. But with the help of Kate Tee (Diageo), Stephan Gervois (NRMA) and panel leader Ben Cooper (The Population) I like to think we managed to put together something that was of interest. Thank you guys, it was a pleasure.

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