In a bid to address the changing nature of marketing in a multimedia environment, the World Federation of Advertisers has launched a blueprint for consumer-centric, holistic measurement.
It is proposing larger sample sizes, faster measurement and better linkage to relevant target groups.
The new model is the result of extensive collaboration over several years between the world's largest advertisers.
The WFA, headquartered in Belgium, believes marketers, faced with increasing ROI pressures and rising media costs, need to target consumers with even greater accuracy.
Says Bernard Glock, global media and communications manager at consumer goods titan Procter & Gamble: "The ground has been laid for a common currency with which to understand consumer behaviour beyond demographics."
He adds: "Only by understanding consumer behaviour can we ensure people receive the right information at an opportune and welcome moment."
Data sourced from mandmeurope.com; additional content by WARC staff