Why brands need panels to deliver accurate cross-media measurement

Daniel Wong-Chi-Man

Panels will continue to play an important role filling measurement gaps that technology cannot account for.

The global pandemic has accelerated changes that were first started by the proliferation of technology and the growth of digital content. The fast-paced nature in which consumption habits changed from the start of the COVID-19 pandemic, coupled with the rise of ‘on demand’, has led to many calling for a revolution when it comes to measuring audience behaviour across platforms.

This is an exciting time for our industry. Whilst we all know that changes are required to ensure we gain a holistic picture of how audiences are consuming content, keeping pace with new, technologically driven forms of media does not...

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