P&G being one of the largest television advertisers in the middle east and a fast-growing online media footprint. While tools are available in the industry that measures effectiveness of a company’s marketing activities, we marketers, are still faced with challenges – We are aware how rapidly the media landscape is changing and evolving everyday, hence the need to measure media consumption with accuracy and granularity.

Data reported is often not accurate: Reasons behind this are (i) Responses gathered are often claimed and not observable & (ii) There’s often a significant lag between data collection to result delivery. Many a times we are solving for a problem that happened a couple of months ago. We all know that’s a very long time In the context of today’s media landscape.

Granularity of data reporting is limited: Many tools today are not giving us the granularity of data that is needed for strategy interventions. For example, in a region like the middle east where all of our campaigns are targeting a specific target audiences, we want a solution that equips us to understand results based on these demographical groups, so for us to better understand where exactly the opportunity lies for us to fix.  

For this challenge therefore, we want to partner with you to explore creative and innovative ideas on how to measure TV and digital advertising in middle east markets.

Specifically,

1) On digital, we want to be able to measure and track reach and frequency of static and dynamic content formats,

2) For TV content, we want to measure and track people’s attention to the video and audio of a particular advert.

Having the above objectives in mind, the solution should also adhere to the following criteria:

1) The solution should be cost-effective   

2) Results should be observable i.e. not claimed

3) The solution should be scalable to middle eastern countries accounting for the local legal and governmental regulations.

4) The solution should enable us to split our target audience across different parameters or filters like gender /age/ lifestage, ethnicity

5) Measurement should be real time

• Time lag on digital <5 mins
• Time lag on TV <1 day