Measure twice and cut once: measuring what matters, properly

Media planning should concern itself with measuring what matters most. This is not the number of media exposure since ad recall does not follow media consumption well, high share-of-voice is not efficient, and advertising does not work in a linear fashion.

Measure twice and cut once: measuring what matters, properly

John HallwardGlobal Product Development, Ipsos-ASI, Canada


The woodworker's concept of “measure twice, cut once” comes to mind when I think about media planning and media measurement. As with the cutting of wood, once the media decisions are executed, there is no going back. Improper measurement leads to inefficient outcomes, at great cost. I fear that much of the industry's current media planning is based on improper measurement. Hence, I feel the need to say “measure twice, cut once”.

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