‘There is no roadmap’: Optus Sport head says brands are struggling with ‘complexities’ of cross-platform measurement
Brands aiming to achieve advertising outcomes, rather than just reach, are finding it increasingly difficult due to the complexities of cross-platform measurement, according to the head of Optus Sport.
Speaking to Mumbrella on the back of the hugely-successful 2024 EURO tournament, Clive Dickens, vice president of TV, content, and product development, suggested that the advertising industry is in a “challenging spot”.
Dickens said despite being one of the biggest media advertisers, the complexities surrounding cross-platform measurement remain a challenge for the Optus marketing team.
As someone who thinks it’s ridiculous to have to watch ads when you PAY for a streaming service, Optus’ continual ramming down the throat tactic of running Hungry Jacks ads at every conceivable break means I’ll never buy from them ever again.
Think it’s a bit rich for their platform to be talking about something they have completely stuffed up.
Might be one to measure 😉
Perhaps he should investigate the AANA, which indeed is working on a cross platform measurement solution.
The pendulum will swing back soon enough where brands realise they’re not broadcasters and ditch the ownership of channels to focus on their core business, or an aggregator steps in to bring all the fragmented streams together under one package.
No, the Huddl mess doesn’t count. No one wants more hardware.