Unilever’s Commitment for Only One Measurement System
Outdoor Advertising Must Have Only One Measurement System.
Outdoor Advertising, one measurement system
Yesterday, I heard and read, about two similar discussions regarding media measurement systems. The former, what I heard regarding Outdoor Advertising. The latter, which I read and will share first, regarding comments from Unilever’s Chief Marketing Officer, Keith Weed.
Weed was quoted in The Drum, of issues he will address at the IAB Annual Leadership Meeting. He said, ‘he will urge the digital media landscape to clean up its act, with an initiative backed by the promise to sever ties with those it deems unethical.’
Weed’s comments are similar to those made by last year’s keynote speaker, Marc Pritchard, while outlining Procter & Gamble’s plans to cull its roster of digital partners. Weed will share a three point transparency push, to improve the performance of Unilever media spend.
Unilever operates a multi-billion dollar marketing budget. You may not know Unilever, but you know their 400 brands worldwide. A few examples below.
The CPG giant pledges to take a stand against “things they see are not right.” And here are some of them.
Unilever’s transparency commitments
- Unilever will not invest in platforms that do not protect children or which create division in society.
- Unilever is committed to tackling gender stereotypes in advertising through #Unstereotype and championing this across the industry through #SeeHer and the #Unstereotype Alliance.
- Unilever will only partner with organizations which are committed to creating better digital infrastructure, such as aligning around one measurement system and improving the consumer experience.
Consider point 3 of Weed’s ‘commitments’: Unilever will only partner with organizations which are committed to… aligning around one measurement system.
Unilever will only partner with organizations which are committed to… aligning around one measurement system.
I heard yesterday, from reliable OOH veterans, about discussions creating more than one measurement system in OOH.. I will not discuss the details discovered or anything further today. Obviously, that would not alignment with Unilever’s commitments. Suffice it to say, OOH must have only one measurement system, only one currency. And that is defined by Geopath.
Does anyone believe, Unilever’s CMO, Keith Weed’s ‘commitments’ apply only to Digital Online?
More than one OOH measurement system, would be unhealthy, if not disastrous for the Industry. Based on recent comments, it would not meet with Unilever’s or P&G’s acceptance. Would multiple systems be accepted by any other Client for that matter? Considering the highly probable conflicting data output, the effect of multiple OOH measurement systems would severely set our Industry growth back. Expect future posts on the importance of one measurement system soon.
Here is the Drum article⇒Unilever’s Warning