What to expect from media metrics in 2018

From podcasts and VR to advertising and loyalty, here are ten storylines to watch in media metrics in 2018 and beyond. Our first story has to be about cross-device measurement, a must have for all publishers:

1. It’s All About Cross-Device Measurement

2018 has to be all about nailing cross device measurement. According to Global Web Index, consumers own 3.2 connected devices on average globally, yet consumers don’t think about platforms when they consume content — they think about utility and convenience, which is why media measurement needs to be platform neutral. The deployment of device IDs in measurement reveals a wealth of data riches to publishers. More persistent than cookies and potentially more compliant to e-privacy laws, using device graphs to link multiple devices to a single user really bring media measurement to life.

2. We Will Start To Measure Emotional Responses To Media

Tear-o-meters and awe trackers: Up until now, the conversation around media impact has focused on reaction and action — what can we understand about how people are consuming information, and what they do next as a result? Quantitative metrics such as reach, time on site and shares are being combined in ever-more sophisticated ways to trace the influence of particular stories, films, or digital projects.

But while these methods might tell us what the effect of media is, they don’t give much insight into affect — that is, the immediate physical and emotional response that powerful media experiences can evoke.

3. The Homepage Makes A Comeback

With the advent of more people arriving at news sites via social media and search, the imminent death of the homepage is a common refrain. One senior digital manager told me he was expecting the “death of the homepage revolution” to hit his market at some point. He might be in for a long wait.

Based on my research at newsrooms in three different countries, as well as the latest research from Chartbeat, the death of the homepage, to paraphrase Mark Twain, is much exaggerated.

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