Hearts & Science CEO Scott Hagedorn Photo: Omnicom GroupIt’s no secret we are witnessing a seismic shift in media consumption behavior. Time spent with mobile apps will comprise nearly 20% of total media consumption this year, and 84% of time on mobile devices, eMarketer says. Mobile and streaming innovation bring about new creative opportunities, but they also create a big problem: Nearly two thirds of this consumption isn’t being captured by traditional measurement platforms. We call this audience segment “The Unreachables,” because the industry systems of record for planning and measurement guides media buys away from reaching them. Perhaps the more fundamental issue, however, is philosophical: traditional, panel-based approaches to TV measurement are old-school technology designed for old-school media.

Source: Wall Street Journal September 22, 2017 13:36 UTC