Media measurement must shift from outputs to business outcomes: WPP Media’s Navin Khemka

Traditional media metrics such as reach, cost per mille (CPM) and impressions remain important to media planning, but they do not necessarily guarantee business growth amid increasing media fragmentation and changing consumer behaviour, said Navin Khemka, President – Client Solutions, WPP Media South Asia.

Khemka said brands need to complement conventional media measures with business metrics such as consumer lifetime value, brand-funnel performance, loyalty, incremental sales and market penetration. He said the focus should increasingly move from measuring outputs to assessing outcomes and understanding the business impact of media investments.