According to the WFA Media Committee, marketers should abandon single media approaches and concentrate on analysing multi-media audiences to combat fragmenting media audiences and changing consumer patterns.
To ensure these goals are met the WFA has laid out a set of industry goals, which include large enough sample sizes to measure hard-to-reach targets and faster, more continuous provisions of measurement information.
There should also be better linkage of relevant target group descriptions so marketing target group definitions go beyond simple demographics.
The WFA also calls for questions to be used to define these targets on a single-source basis in media measurement panels, with fast, competitive and adaptive systems, which can move at the speed of marketing models, to be produced.
In addition, passive measurement systems should be put in place to better reflect holistic consumer communication behaviour.
Bernhard Glock, manager of global media and communication at Procter & Gamble, said the criteria is a watershed for marketers.
"For the very first time, we have defined the criteria on which to develop new consumer-centric audience measurement. The ground has been laid for a common currency with which to understand consumer behaviour beyond demographics. Only by understanding consumer behaviour can we ensure that people receive the right information at an opportune and welcome moment. This is what we must work towards," he said.
"We believe that the time is right to pursue this vision with all key market players," the WFA added in its report.
The WFA consumer-centric measurement blueprint is the result of extensive collaboration over a number of years between the world's largest advertisers.
For the full report, visit the WFA blueprint website.
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