Spadini (Havas Media Group): ‘Illusion of being able to measure everything, lost sight of the objective’

“Digital has absolutely not killed traditional media, on the contrary it makes them live in different contexts” but “we live in an era in which the illusion of measurement is pushed beyond the limits known until recently. We have all become obsessed with ‘deluding oneself of being able to measure anything, losing sight of the objective of communication: bringing together services, products and consumers “. This was stated by Stefano Spadini, CEO of Havas Media Group Italy, during a round table at the Communication Forum. “The context in which we live means that even measurement metrics have evolved. We are not talking about impressions – explained Spadini – but the theme of attention to be measured” and today “is confused measurement, therefore delivery, with fruition. consumer makes no difference whether he is on or off line and this means that even at the industry level there is a tendency to over-simplify something that actually rests on the basic element of communication, that is to generate a reaction. Being able to understand what supply and use are two different elements make communication have a value “, he concluded.