asiCast Special Edition: Measurement in 2030, Panel #3 – the future of currencies
Following our two earlier asiCasts on the theme of Measurement in 2030 (Panel 1 and Panel 2), this third panel was recorded live on November 5th at this year’s conference in Copenhagen and considered the future of currencies.
Traditionally in Europe, JICs and MOCs provide industry research and a single set of numbers derived from an agreed and transparent methodology. In the US the situation is different with alt-currencies being proposed – is a broader interpretation of what a currency is spreading?
The discussion moves on to consider developments on the scope of JICs, the collaboration between them and their organisation. What does the industry need the currencies to be measuring – is audience measurement still important? Where will cross-media measurement be in 2030 and does it sit best within a JIC structure?
Lastly, the panel considered what impact European legislation would have on the JICs and on proprietary measurement.
Our thanks to Yannick Carriou (Médiamétrie), Jeff Eales (Sky Media), Kerstin Niederauer-Kopf (AGF), Alicia Olson-Keating (Numeris), Phil Smith (ISBA) and Katherine Page (Katherine Page Media Research Consultancy).
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