Optimizing TV-Investments By Using Tracking Systems:

How to Maximize Results Via Benchmarking, Scenario Planning and Research Management

Kenneth Herlin
OMD Denmark



'We do not see the relevance to our company'. 'It is expensive and we rather spend our money on extra campaigns for our brand'. 'Interesting projects – but we do not really understand how the results should impact our decisions'. 'It doesn't provide us the information we need – at the end of the day we still need to make decisions based on our own experiences'.

These are some of the typical responses we get when talking to new clients about research in general – and tracking systems in particular. Unfortunately, a lot of the scepticism and reluctance towards tracking systems is understandable and even fair. Too often tracking systems are static with little relevance and influence on advertisers' media spending and allocation.