Matthew Baker: Pioneering Digital Measurement Possibilities

摘要

As VP and integrated group director of Universal McCann's J3 unit serving client Johnson & Johnson, Matthew Baker faces a unique challenge. Buying both traditional TV and online video means finding ways to compare them; while they are similar in some ways, they remain distinct in others. "The goal was not to put digital video versus TV but it was very important for us to show how they worked together, and to use that to make the client feel comfortable," Baker says. As part of its measurement effort, Baker's group of TV buyers and digital specialists has been working with Nielsen's online campaign ratings (OCR), which is busy creating a digital equivalent of TV's gross ratings points to simplify video planning. "We thought Nielsen came up with the most compelling product, partly because of its methodology and partly because of its accreditation from the Media Research Coun- cil," Baker says.