Key performance indicators in the multi media environment

Bernhard Engel

In the multimedia environment, advertisers have to decide how to allocate investment to different media.

Key performance indicators in the multi media environment

Bernhard EngelMedia Research Department, ZDF, Germany

Even today, investment decisions in the multimedia world still generally start with the decision on which budget to use for which medium. This applies both to decisions on placing advertising as well as to decisions regarding which budgets should be used for the content in the respective medium. It is clear that it is not possible to optimise the media mix through such an approach. One of the reasons for this is because there are no standard key performance indicators for the different media. The...

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