Evolving
If 2022 marked the start of a new customer-centric era, then 2023 is only going to see this trend grow. Marketers are more than ever placing immense effort and investment in data-driven solutions for accessing enough intel to acquire, retain and grow customers. As new measurement standards, technologies and tools come to market across a variety of touchpoints – from outdoor media and in-home streaming to on-the-go web analytics – customer-related metrics and their impact on the way we market is only going to continue to evolve. We’ve seen this play out in a big way in the Out of Home space, with standardised systems having infancy in 2022, with the promise of more to come in the short-term (see page 80). As audiences continue to fragment across digital channels, video streaming services…